---
title: "Commodified and commoditized"
date: 2022-06-01T00:47:55-07:00
---
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Reply to {{< mention-work itemprop="about" itemtype="SocialMediaPosting" reply=true >}}{{<cited-work name="not only are we not the customer, we aren't even the product: We're the commodified complement of the product." url="https://toot.cat/@idlestate/108396947965094826">}} by {{<indieweb-person name="@idlestate@toot.cat" url="https://toot.cat/@idlestate" itemprop="author">}}
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</aside>

Commodification means something else; I'm assuming you're referring to "commoditize", as in "commoditize your complement". Although in this context the words have some _really interesting_ overlap, which is why I brought it up. See {{<mention-work itemprop="citation" role="doc-credit" itemtype="BlogPosting">}}{{<cited-work url="https://rushkoff.com/commodified-vs-commoditized/" name="Commodified vs. Commoditized">}} by {{<indieweb-person first-name="Douglas" last-name="Rushkoff" url="https://rushkoff.com">}}{{</mention-work>}}.

We are first commodified by being made a complement to a product, then gradually commoditized as complements ideally are.