The Google and Facebook algorithms not only know exactly how you feel, they also know myriad other things about you that you hardly suspect. Conseque… - Yuval Noah Harari

Yet from the viewpoint of the herd, rather than that of the shepherd, it’s hard to avoid the impression that for the vast majority of domesticated animals, the Agricultural Revolution was a terrible catastrophe. Their evolutionary ‘success’ is meaningless. A rare wild rhinoceros on the brink of extinction is probably more satisfied than a calf who spends its short life inside a tiny box, fattened to produce juicy steaks. The contented rhinoceros is no less content for being among the last of its kind. The numerical success of the calf’s species is little consolation for the suffering the individual endures.

Consumerism tells us that in order to be happy we must consume as many products and services as possible. If we feel that something is missing or not quite right, then we probably need to buy a product (a car, new clothes, organic food) or a service (housekeeping, relationship therapy, yoga classes). Every television commercial is another little legend about how consuming some product or service will make life better.

What some people hope to get by studying, working or raising a family, others try to obtain far more easily through the right dosage of molecules. This is an existential threat to the social and economic order, which is why countries wage a stubborn, bloody and hopeless war on biochemical crime.