The homogeneity contrasted with the general hipster philosophy of the 2010s, namely, that by consuming certain products and cultural artifacts you could proclaim your own uniqueness from the mainstream crowd—in this case a particular coffee shop rather than an obscure band or clothing brand. “The irony of it all is that these spaces are supposed to represent spaces of individuality, but they’re incredibly monotonous,” Gonzalez said. Her comment echoed another paradoxical message of Filterworld and algorithmic recommendations: You are unique, just like everybody else.
