Content is not just material as in “everything is material,” the old writerly cliché. Material suggests rawness, something that needs to be processed. “Content” is material accelerated, totalized without necessarily being analyzed or synthesized. It doesn’t need to consist of life’s most painful or awkward moments repurposed; it instead presents an instrumental approach to life and social interaction for its own sake. At worst, this degrades experience and relationships, and the reality of other people, to their potential inputs — to set design.