[Alf]

The advert is an exercise in social engineering.

They're saying. This is what the World ought to look like. Because we, a collection of self-subscribed social outcasts, marginalised people, people who are not ordinary, and would like to delete ordinary. We want our ailing consciences and our insecurities soothed.

So we have to make everything, even if it's not related to us, about us.