Revisiting Rob Horning’s Authenticity as Service: “The discourse of authenticity espoused by marketers posits a pretend space untouched by capitalism where social relations are “real” instead of mercenary. Since all interactions under capitalism are corrupted by generalized exchange, the only way to be “authentic” is to not interact with people. So naturally that’s what marketers sell to us as “authentic”: goods that promise to make us feel real without requiring us to have any reciprocal social interaction.”