If someone were plucked from the group and given those responsibilities, they might find themselves growing more aloof, just by virtue of that promotion. Suddenly the group culture excludes you. I saw this in my own working life, and I don't think it's a coincidence - I sensed a kind of loneliness in middle managers especially.

The internet takes a lot of the anxiety of life away. It's a kind of deity. You're never lonely. You're always distracted. If you spend enough time on it, there's not really that nagging sensation of existential despair; it erases it very effectively. And it's monolithic. And thanks to it, we've got the ways to linger there after death - your blog exists afterwards, your e-mail exists afterwards.

There were times where I felt I was pressing a little bit too hard with the humor, and I had to pull back, because the overriding concern of the book was to create this disease that had no cure and make you pay attention to every emotional stage of what happens.

I can't trace thematic similarities between Then We Came To The End and The Unnamed to a life event; I think it's more just a natural progression as a writer. Everything changes in the second book - tonally, character-wise, situationally - and on top of that, I think I wanted a challenge. I wanted to see if I could do it.

I don't write directly on to the computer because I don't think well facing forward with fingers on a keyboard. I think better looking down holding a pen. And the concentration quotient of pen and paper is higher than when I'm moving words around on screen.

Why shouldn't it be that way for the rest of us? Why not just go with it? Just walk the dog and send the tweets and eat the scones and play with the hamsters and ride the bicycles and watch the sunsets and stream the movies and never worry about any of it? I didn't know it could be that easy. I didn't know that until just now. That sounds good to me.

Between the time I first started working in advertising in 1998 and now, the word brand has replaced identity. We are no longer individuals so much as we are brands. We're individual brands. Individuals are basically left to define their individuality by staying off the internet, which in and of itself can be a brand, the opting-out brand.