In this book, we present a description of the history of identity that has led to profilicity. In pre-modern society, identity could be achieved by conforming to a regime of sincerity: people would live up to the roles they occupied in their families and communities. In parts of the modern world, authenticity replaced sincerity as the reigning paradigm of identity; everyone was assumed to be unique, and one’s social persona was supposed to be grounded on each person’s individuality. The (“Western’) age of authenticity has, however, already reached its peak and is beginning to dwindle today. In the global online world and in the presence of ubiquitous rating and ranking procedures, identity value is achieved through establishing a valuable profile. We will describe the effects of profilicity on human life and outline strategies to cope with the problems it causes.