Today, as we live more of our lives online, researches can for the first time observe us directly, in vast numbers and without filters. While our online profiles have been used to spy on us, hire and fire us, and sell us stuff we dont´ need, in Dataclysm OkCupid co-founder Christian Rudder uses them to show us who we really are. Rudder reveals how Facebook "likes" can predict, with surprising accuracy, a person´s sexual orientation and even intelligence. He charts the rise and fall of America´s most reviled word through Google Search and examines the new dynamics of collaborative rage on Twitter. He explores the startling dichotomies between how people behave in private and public.