that is true, and in fact all that stuff we project doesnt matter either, nobody is listening - unless you are a viral celeb, noone cares what we think of trump or anything else.
there's a a huge amount of shouting into the void happening at the moment,
I would say there are entities that care about this, if only just politicians or maybe people who care about our opinion insofar as our opinion is monetizable, which I think is fine.
But here one matters as a "dividual" re: control society, as a dynamic aggregate of data, which I might argue is a proper 21st-century lens through which to see the human. Wanting to matter as an individual may end up seeming a bit medieval in hindsight - its already starting to for me, but I don't know how enduring that opinion will be.
Of course its all dismal if you fix your perspective in yesterday's landscape, which is under relentless siege. But if we accept certain agnostic trends, we'll be better able to impart our values onto tomorrow's landscape.
Perhaps the big reason I'm opposed to dystopian moaning about being subsumed by a larger system: it seems that the evolution of the universe largely consists of systems being subsumed by larger systems, a process we shouldn't expect ourselves to be exempt from.