Spotify Wrapped arrived on Wednesday, packaged in its usual neon, Instagram-ready glory. In recent Decembers, the wrap-ification of our data has spread beyond Spotify. Duolingo kicked off the Wrapped season earlier this week, showing people how many mistakes they made while trying to learn a new language. About an hour after Spotify unveiled this year's Wrapped, its market cap reached $100 billion for the first time. Just this week, Spotify has dubbed me a "Laurel Canyon hippie" and crafted a vibe for a "yearning poetry Tuesday afternoon."

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Persons: Duolingo, Clubcard, Tinder, Daniels, they're, Taylor Annabell, Evan Greer, Greer, Nina Vindum Rasmussen, Taylor Swift Organizations: Spotify, Apple, Starbucks, Tesco, Utrecht University, London School of Economics, Political Science, Big Tech