Paul Moons

Imagine you are reading an incredibly rich and humorous bio. A curated list of faraway countries draws you in, along with tantalising mentions of product expertise and writing experience. A pet is mentioned with warmth, along with glimpses of family life and academic milestones. The odd witty remark makes you smile wryly, while a clever anecdote about a personal interest draws you in further. Without any real warning, your interest is piqued, not least of which because of the way it is spelt. And then from nowhere, the realisation hits you: You are reading an editor’s bio on a random website you just so happened upon. In the corner of the screen you catch your reflection and involuntarily, you start to question your life choices.

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