This paper serves as a critical response to Hans-Georg Moeller and Paul J. D’Ambrosio’s recent approach to technologies of identity in their book, You and Your Profile: Identity after Authenticity (2021). After giving an outline of the paradigms of profilicity, sincerity, and authenticity, I elaborate on several parallel developments in philosophical thought and power dynamics that accompany the rise of profilicity. Heidegger’s observation of the decline of metaphysics into what we now call cybernetics is equated to the reduction of identity to second-order representation. Furthermore, the rise of big data alongside the evolution of power dynamics toward systems of control is shown to represent the face of totalitarianism in the age of profilicity. Finally, I critically assess whether an Eastern-inspired approach, such as “genuine pretending,” suffices to serve as a countermeasure to the perils of profilicity.