For a decade, social media made identity-drudge-work—building a “personal brand”—feel like something approximate to fun. Now that’s back to feeling like work again, and it’s honestly much healthier for that to be the case. It is objectively better to talk to your friends in private than to perform your friendship in public. It is better not to know the worst opinions of your favourite actor. It is better not to hand control of The Discourse to the most online people out there.