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It was the kind of thing brands had started posting recently, as if they were moral entities instead of capitalist enterprises, as if they had values beyond customer retention and profit margin. We’d come to expect this from them—they were now our legislators, our educators, and, most importantly, our friends. As people began to think of themselves more and more as brands, brands started to feel more and more
like people.
everybody was pretending, all the time, but that for most people, for the people we call “normal,” the pretending part eventually falls away and the act simply becomes their life.
