Neko Health, Function Health, and now Midjourney are all converging on the same thesis: the body is an asset that requires regular auditing, and people with money will pay for that service on a recurring basis. This is not wellness. Wellness sells feeling better. This sells knowing more, and the status premium belongs to those who know first. The subscription model migrating from software to biological data is the most consequential consumer behaviour shift happening right now, because it reframes health from a crisis response into a continuous performance metric.
Three stories today point to a single structural shift: the monetisation of personal data is moving from behavioural tracking to biological surveillance, and people are paying willingly. Neko Health, Function Health, and Midjourney's body scanner are all selling the same thing, access to information about yourself that you did not previously have, at a price point that signals status. Meanwhile the OpenAI data extraction story reveals the inverse: institutions are having data taken from them covertly, while individuals are paying premium prices to have data taken from them with full consent.
The dividing line in the next data economy is not privacy versus transparency. It is agency. Who controls the extraction, and who profits from it.
For people who’d rather be early and wrong than late and safe.