As digital data become increasingly central to education, hopes for educational equity are pinned more strongly on educational technology providers. This paper examines the data practices of edtech providers who are not simply making token gestures towards justice and equality. Drawing on ethnographic interviews and Berlant's notion of cruel optimism, it presents three data stories. The paper suggests that datafication in education provides a showcase of cruel optimism, i.e., when the object of desire is blocking one's flourishing. The conclusion considers the constitutive paradoxes of datafied education, and implications for the current phase of edu-technical transformation.