PurposeThe paper aims to examine the profound transformations engendered by the information revolution in order to determine aspects of what should be visible or invisible in human affairs. It seeks to explore the meaning of invisibility via an interdisciplinary approach, including computer science, law, and ethics.Design/methodology/approachThe method draws on both theoretical and empirical material so as to scrutinise the ways in which today's information revolution is recasting the boundaries between visibility and invisibility.FindingsThe degrees of exposure to public notice can be (...) understood as a matter of balance between access and control over information in a specific context, as well as a function of the ontological friction in a given region of the environment.Originality/valueThe originality of the case study on a new kind of recommender system is enhanced because of the procedural approach which is suggested to further develop the distinction between “good” and “evil” as anything that enriches, or damages, the informational complexity of the environment. (shrink)