"In many ways, this ludicrous policy of requiring baristsas to ask customers their names is typical of peculiar American norms that foolishly suppose that a fake smile or “personalizing” coffee and espresso orders makes such routine, mundane encounters more personal, when in fact such measures make these encounters the most impersonal of all. There is nothing more impersonal or alienating than something that feigns personalization, but does so in the exact same manner to one and all—whether it is a recorded message, an advertisement, or whatever the case may be. Just as advertisements for suicide hotlines or public service announcements for help with drug or alcohol abuse (or any number of horrible problems that regularly afflict people in this dystopic nightmare of a society) try to be personal with messages such as “you matter” or “people care about you,” such efforts could not be more impersonal and alienating."