Eat five portions of fruits and vegetables a day. Walk 10, 000 steps. Drink eight glasses of water. Sleep eight consecutive hours a night. These magic numbers are meant to keep us healthy. In order to optimize our well-being, smart apps track our hydration levels, our intake of greens, our sleep and, of course, our every step. Yet, supposed benefits aside, these targets have one thing in common: They all have their origins in marketing strategy—and in one case, a This story is from Kinfolk Issue Thirty-Five Buy Now Related Stories Arts & Culture Issue 19 Going Incognito We all secretly wonder what mischief we’d make if invisible: When our identity is hidden, everything seems possible. Arts & Culture Issue 19 The Best Policy Sometimes we talk to each other without feeling heard. Honesty—a most intimate interaction—can be just as thrilling as its more devious inverse. Arts & Culture Issue 19 A Sense of Suspense With unhinged imaginations and mountains of cliff-hangers, the filmmakers behind the sci-fi podcast Limetown have all the makings of a scary story. Arts & Culture Issue 19 Like Clockwork In this new column about time, we learn how slipping off our watches makes us feel like deadline-damning renegades. Arts & Culture Music Issue 19 On a Grander Scale Malaysian singer-songwriter Yuna now may live on the opposite side of the globe, but she’s determined to evolve while staying true to her roots. Arts & Culture Issue 19 Neighborhood: Fire Stations The firefighting profession has evolved over time from Ancient Rome’s rudimentary bucket brigades to today’s sleek life-saving departments.