Dunno why I remembered "The Quantum Thief" by Hannu Rajaniemi.
Basically, you had fine-grained control over what others perceived of you.
Your friends can see you completely, while strangers can only see a blur.
BTW, I will also recommend 'a hero of our time' by Lermontov. In it, you will get an updated view of what the meaning of 'friends' will be. :)
EDIT: since this is getting upvotes, I will also mention that Lermontov is a descendant of the Learmonts, who were British folk.
Also, the book is small but it's jampacked with a lot of wisdom--street and abstract both-- and presented using a language that shines with poetry, it shines even through translation (Penguin Classics trans. is best).
The 1st 2 were great but I didnt like the 3rd one. Its like the author was in a hurry to finish the book and just started killing characters to make his wordcount.
The 1st 2 are independent, I recommened people stop after 2nd book
Makes me think of a Black Mirror episode where similar technology ends up with unlucky/unwanted people becoming inaudible blurs in perception of everyone.
As digital dystopias go, this is one of the worst I've seen; the episode ending with this happening to the protagonist shook me to the core.
Judging by how many people in this thread seem eager to reinvent the hellhole presented in that episode, it's good enough to recommend as required watching.
And I feel that the Balkans are even more representative, although my perspective may be skewed because I live there.
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