A few years ago, during a very intense session of expert procrastination, I noticed that the algorithm of my YouTube ads pushed a new sort of service. BetterHelp, the presenter gleefully repeated, aimed at delivering a “personalised therapy for a happier you”. Great life hacks at your fingertips, any time, anywhere. Because “you deserve to be happy”.
Many yearn for a quick fix while coping with the ups and downs of postmodern life. But the aggressively jovial BetterHelp marketing was puzzling. What was this service selling that a pint at the pub with friends couldn’t provide?
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