“The internet plays an increasingly important role in our societies. Firstly, ‘we all’ spend evermore time chatting or playing games at so-called ‘social’ media platforms. Secondly, the significance of the internet as an economic phenomenon increases. The net-worth of the internet increases annually. ‘Social’ media platforms are important contributors to these developments. Despite these economic facts, the internet is still given meaning in one dominant way: as ‘social’. These notions are questioned in my article. I analyse the connection between the discourse of the internet as ‘social’ and the exploitation of the users of these platforms. I find that this ‘social’ understanding which I call the ‘social’ myth conceals and increases exploitation.