Put ‘authenticity’ into YouTube and an amazing world scrolls down forever. Many of these talking heads are, of course, American; most are busking for their own tiny store-front churches and want to tell you how to be a better person if you sign up. The majority of them are offering all-purpose help to get your mind–body–spirit alignment nicely set up through authenticity. Others are saying, if you’re authentic – and here’s how – you can be a better leader, as in CEO, and make masses more money. And other, more gym-rat types, are telling men how to be authentic and charm women into bed: ‘Show her a little of your vulnerability.’ And then there’s a fascinating sub-set for high-spending micro-connoisseurs, explaining how to spot fakes of everything from mid-century modern designer furniture to Prada bags and socially significant sunglasses.