“This day may contain traces of must” proclaims the graffiti on the wall of a house in Berlin. A passer-by stops, takes a photo. Click, he sends it to his friend on WhatsApp. Just ten clicks later and these seven words have spread all across the internet via blogs, Pinterest and Instagram. Today there are even T-shirts and fridge magnets bearing the phrase. A successful little sentence. A play on words that says a lot about the lives we live, governed by “must”, with hardly any room left for “may”. Everywhere we go, this prescription-like approach applies a bit of pressure and a bit of discipline at the same time. It’s even more difficult to recommend something without it being seen as pressure. Not even when it’s prescribed by the doctor or a self-help book: we’re talking about hugs here.