Ten years ago, around the time Instagram started allowing influencers to monetize their posts, I remember thinking that the bar for “selling out” had suddenly been drastically lowered. In the past, companies had to weigh a lot of factors before selling out, usually for millions of dollars. Now, an individual gig worker may, out of economic necessity, have to sell out for $500.

As people become brands—or aspire to become brands—every meaningful aspect of life, from intimate family moments to vacations, is pushed toward commodification and monetization. The craving for fame becomes intertwined with that process, with each reinforcing the other. And when you're a modern equivalent to a hunter and gatherer, there's little time or (incentive) to step back and reflect on the system that led you and your cohort to this bleak place.