Humans function essentially as consumers and as consumers they often take up the task of branding each other. The branding process is an extension of their individuality; that is to say that in imitation of the brands they so define themselves by humans brand each other in order to better understand their own identities and the identities of others. Humans have come up with many technologies to help them do so. They have devised an alternate universe in which they can exist as a set of pictures and opinions. They call this Facebook. In Facebook humans set up systems in which they can share their opinions on their fellow consumers and instantaneously put their own selves on display for others to comment on. Humans also enjoy sharing and commenting on other forms of advertising that amuses them. They do so by sharing videos and amusing each other by making their own ads as a tribute to their beloved consumer culture.