Digital platforms have made a business out of removing us from our real communities and replacing them with a controlled simulation of connection that only exists as a directory in a massive server commonly regarded as The Cloud. Algorithmically created out of similar tastes, pet hates and grievances, it is designed as a data extraction machine and a container for targeted advertising, gamified to maximize the anticipated user’s compulsion and company’s profit. Its phenomenal effectiveness has not only detached us from our natural habitats, it is also actively destroying them. Joana Moll studies the real environmental and social impact of The Cloud and the data extraction industry, calculating the amount of CO2 the Cloud burps into the atmosphere every time we lazy-Google the name of an actor or the amount of freedom we give away everytime we swipe left on a Tinder offer.