In 1990, Gilles Deleuze publishedPostscript on the Societies of Control, an introduction to the potentially suffocating reality of the nascent control society. This thirty-year update details how Deleuze’s conception has developed from a broad speculative vision into specific economic mechanisms clustering around personal information, big data, predictive analytics, and marketing. The central claim is that today’s advancing control society coerces without prohibitions, and through incentives that are not grim but enjoyable, even euphoric because they compel individuals to obey their own (...) personal information. The article concludes by delineating two strategies for living that are as unexplored as control society itself because they are revealed and then enabled by the particular method of oppression that is control. (shrink)