When you buy a pair of pants, or a new brand of shoes, when you hang a set of bamboo curtains across your window or cherry-pick photographs to tack onto your refrigerator, or leave out a bottle of facial moisturizer in your bathroom, what are you communicating? In our small data, now and forever, lies the greatest evidence of who we are and what we desire, even if, as LEGO executives found out more than a decade ago, it’s a pair of old Adidas sneakers with worn-down heels.
