Last night, SNL weighed in on a modern annual rite: taking stock of the past year through data-driven retrospective lists. But the usual exercise in mapping one’s consumption patterns soon transformed into an uncomfortably real humiliation ritual.

The advertisement spoof began innocuously, introducing the 2025 edition of Spotify “Wrapped”—the streaming service’s popular year-in-review feature that repackages data gathered from individual listeners into brightly hued, shareable statistics—which the show also tackled last year. When Spotify revealed to Andrew Dismukes’s character that he’d jammed to 2,705 minutes of Steely Dan since January, his character smiled knowingly: “Yeah, that tracks.” In her role, Ashley Padilla was similarly thrilled to learn that she’d listened to enough Sabrina Carpenter in 2025 to be one of the pop singer’s top global listeners.

Then, the advertisement introduced a different way of measuring “who you truly were this year,” as the voice-over cheerily proclaimed: “Uber Eats ‘Wrapped.’” When people were confronted with a look back on the food orders they’d placed, the mood instantly curdled. “Oh, no. No, thank you,” frowned Ben Marshall’s character. In the sketch, the food-focused “Wrapped” (which doesn’t currently exist in real life) used similar tactics as Spotify, crunching numbers to show users which specific food items had them in a “chokehold” over the past year. “I just don’t like that and don’t want that,” said Dismukes, incredulous that he’d apparently eaten more chicken nuggets than 99 percent of consumers worldwide.

The horrors escalated from there. Based on a person’s order history, the service’s data team also calculated one’s Uber Eats age—a riff on Spotify’s new, controversial “listening age” metric, which cheekily tells listeners how their music taste skews age-wise: “My top food was churros, and my Uber Eats age is ‘Dead’?” asked a stupefied man played by James Austin Johnson. Worse, the service also tallied up exactly how much one spent on delivery that year, presenting people with ragged photos of themselves picking up their food from delivery drivers’ car windows and their own doorsteps. Upon realizing that he’d spent $24,000 on Uber Eats, Marshall’s character simply screamed into a pillow.

Spotify Wrapped has been a hit for the platform; this year’s record-breaking edition reached 250 million impressions in just three days. Listeners have continued to share their stats ad nauseum online in the decade since the service debuted its year-end metrics. The annual feature’s popularity keys into cultural fixations with optimization and “maxxing”—prioritizing self-improvement milestones to extreme degrees, often through tracking devices such as Oura Rings and Apple Watches that log data including the number of miles run, hours slept, and grams of protein consumed.

But the SNL sketch implicitly noted how someone participating in data collection for their own edification rejected the practice the moment they were confronted with something embarrassing, such as how much Taco Bell they’d ordered in a single year. Tellingly, these revelations didn’t inspire customers’ resolutions to eat fewer Crunchwrap Supremes or spend less money on Frostys, but rather alarm and even outright denial. Later in the sketch, Sarah Sherman’s character received a personalized video from Wendy’s, with an enthused store manager informing her that her constant delivery orders from his branch made it the most successful in the country. In response, she chucked her phone out the window.

By showing people’s excitement morphing into existential dread when their less flattering consumption habits were revealed, the SNL sketch became a subtle commentary on the surprising line Americans have drawn when it comes to companies tracking the most intimate parts of their lives. “You have to tell people you’re going to do this,” Padilla’s character said into the camera, agog. As the sketch underscored, data collection has been deeply normalized, rebranded by tech companies as entertainment and an opportunity to gamify one’s productivity. Padilla’s character may not remember that by signing up for Uber Eats in the first place she’d agreed to such tracking, giving up information about her location and late-night cravings. She probably didn’t think it would ever come back to haunt her in such a visceral way.