With the increasing presence of 'datafied' educational settings across Australia, critical components of teachers' educational practice and work have been quantified. Digital data collected through teachers' labour in and around the classroom links to educational practice and the commercial datafication of teachers' online persona. Often described as 'sleepwalking' towards surveillance, this paper argues that corporate marketing strategies induce teachers in a state of 'commercial and computational comatose'. It challenges the concept of 'sleepwalking' by introducing an emergent way of thinking, through the metaphor eMorpheus, to stress broader tensions concerning teachers' working conditions, rights, and employment. Drawing on in-depth interview data generated via the Apps in Australian Classrooms Project, the findings highlight how the new forms of leadership are emerging in educational settings in response through consideration of the eMorpheus metaphor.