When you phrase it in terms of the odious personal branding, you get at another thing that's hateful about it--the capitalist commodification of it all. What features does this model 1.0 Sovay have? Why she comes equipped with interest in this suite of characters and familiarity with this package of literary sources. Definitely worth checking out, eh? Eh??? --Yuck. (That said, I feel just a tad implicated because yesterday I tagged spatch on Twitter and said that he ought to show you this, and I phrased it in terms of your liking the Mountain Goats. But man, the thing is just pure funny! And I definitely don't make assumptions about you based on your liking the Mountain Goats beyond that you like the Mountain Goats.)