It is an attempt to use my own doppelgänger experience—the havoc wreaked and the lessons learned about me, her, and us—as a guide into and through what I have come to understand as our doppelgänger culture. A culture crowded with various forms of doubling, in which all of us who maintain a persona or avatar online create our own doppelgängers—virtual versions of ourselves that represent us to others. A culture in which many of us have come to think of ourselves as personal brands, forging a partitioned identity that is both us and not us, a doppelgänger we perform ceaselessly in the digital ether as the price of admission in a rapacious attention economy.

— Doppelganger by Naomi Klein (4% - 5%)