No, thanks. I’d just like to eat it.

I had a free voucher for the Wall’s Magnum pop-up shop by Sloane Square. You create your own Magnum from a choice of milk, dark or white chocolate and three sprinkly toppings. The young girl who served me held up the finished article and asked if I wanted to film it. When I said no, she looked at me like I was insane. “So you’re not going to put it on Instagram?” “No”, I explained, “I’m going to put it in my mouth”. I was the only person who left the shop without first gazing at other people’s Magnums displayed on a row of iPads via the Magnum Instagram feed. I joked that I’d have taken a photo if I’d brought my Instamatic camera and a roll of Kodachrome. Another strange look from the girl behind the counter and I couldn’t help wondering. Who’s gone mad? Me or “the world”?