The article discusses a set of emerging techno-social practices that transform interpersonal interactions into acts of production of valuable, durable objects such as SNS-posts and videos. These practices rely on (and enhance) a new attentiveness towards the world (including social interactions, communication and quasi-autotelic activities) as Bestand/resource, from which value may be extracted. The rise of these practices and modes of attention obviously relies on new production and dissemination of technological infrastructures, but it also relies on and contributes to the (...) evolution of hyperrational subjectivity, which is compatible with the demands of late-modern economies. Like corporations, ordinary people come to view leisure time interpersonal interactions as sites for the extraction of (often non-monetary) value through their objectification. The article demonstrates how the objectification and productivization of events remoulds both common everyday practices and extreme forms of criminality, all sharing a common cultural logic. (shrink)