This professionalized tier of Instagram has created its own industry complete with with models, beauty experts, designers, trendsetters, interior designers, and “it” humans that all traffic in similar aesthetics. And as the masses have become more discerning about their photos and where to take them, a specific “Instagram look” has developed. Critics have expressed concern over society’s navel-gazing, and the utter sameness that results in fashion, architecture, or art when it’s designed to be captured on someone’s Instagram feed. Social media “absolutely perpetuates one aesthetic,” a longtime makeup artist told The New York Times last year in an article titled “‘Instagram Face’: Is It the End of Good Makeup?” “It’s like looking at a bunch of clones. They’re Botoxed, filled and surgeried to look like Kim.”

The cynical #latecapitalism meme going around social media calls out the inequities and absurdities of the modern economy. Google search interest in the phrase has more than doubled in the past year.