K-HOLE read the signs, but no one listened. "Normcore suggested an identity that is reflexive to its social context, and that choosing conflicting subject positions is not the same as being a hypocrite. “Consumption has never been a chance for absolute self-actualization,” it states, a fundamental rupture with the ideology of shopping. In being a contingent identity and not a unique creative, it realises that being “nothing special” is the key to escaping the omnipresent anxiety of self-presentation and representation that K-HOLE laid out and wrestled with in its early reports."