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The post goes viral on a Wednesday morning, sometime between seven and eight. He’s not sure what analytics would have to say about optimised timing, but has far bigger things to think about now.

He used to love memes. But now it’s his face accompanying who knows what awful version of the thing it is today, he’s distinctly against them.

He clicks the bookmark for Twitter, holding his breath for whatever delights he’ll have to face today. 78 notifications, 14 direct messages; not so bad. H...