Neoliberalism, the marketisation of everything, including ourselves, runs through our data. Indeed we’ve encountered several of examples of ‘extreme neoliberalism’ where celebrities find ever more excessive and expressive ways to convince us that their wealth and success derive not from luck or privilege but from superhuman levels of hard work and self-transformation. In a recent example, US actor Matthew McConaughey used his Oscars speech to tell us that his hero is himself in ten years, writing his success as the result of endless striving. However, it is the actor, musician and celebrity dad Will Smith who continues to provide the most compelling examples of extreme neoliberalism. Memorably, he once assured us that his commitment to sickening hard work is such that he would rather die than get off a treadmill before someone else. In this post Heather focuses on her favourite example from Will Smith in which he claims that he can choose the answer to two plus two.