We humans have a tendency to measure everything. For example, what matters for Business is profits and humans are worth only how productive they are, whatever that means.

The ad’s gimmick plays not only to the fantasy that our life force can be captured in some simple unidimensional measure and actively managed but also to the broader, more insidious notion that people should function like phones. The expectations we have for our devices saturate our expectations of others (whether they are friends, family, service workers, or robots) and ultimately ourselves. We should be capable of handling any task we’re hired for, moving seamlessly from one interface to the next, from one application to another, for as long as required. If we can’t, we need to “recharge” ourselves: to find the right drug combination or exercise regimen, or else to sit ourselves out for precisely as long as we need to get back to 100 percent. The idea that we are anything other than self-sufficient and energy independent is suspended for a fantasy of instrumental control.

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