It's more about what makes us human is being lost. The ability to socialize, even if you're bad at it like me, is a big part of the human condition. If we let capitalists continue to alienate us from each other all we'll become is just smarter cows. And my complaint isn't even remotely like that of a Victorian complaining about Tinder for one good reason: I don't care with whom you socialize or how. But latching onto corporate brands in place of a fully sentient being is a recipe for permanent slave mentality. And I'd rather someone make a friend with a robot (like in the film Robot and Frank) than pledge undying love to a corporation. A corporation and its "brands" aren't our friends. It's why I despise companies like Apple because they've tried (and in some part succeeded) in shoving the lifestyle consumerism crap down our throats.