XYZ will be starting work at Google. Or Facebook. Or any of the names which have almost ceased to exist as brands, for they are ubiquitous in our everyday lives. When such status updates appear on your feed, how would you react? Chances are, you click the ‘wow’ emoji if not the ‘like’. I did, as did many others. But how do you feel inside? How do you make sense of yourself, in relation to this friend or acquaintance who used to breathe in some of the air you breathed out?