Don’t just be yourself — build your personal brand. The self is unstable. It might not be found by the search engines. It might be rejected. The self regenerates every five or six days. A consistent brand, a coherent self. Consider the interface, testing for usability. Even crows have a sense of self, and the accompanying self esteem, self loathing. The crow is self-reflexive, self-defeating. How dejected is the crow.