Authenticity seems to be a theme around here.
This captures something that feels true:
"Authenticity articulates something that never was as something supposed to be always already lost, in order to promise you are on the cusp of reclaiming it, as if naming it was the first step toward embodying it again, and doing away with your need for the word. Like “golden ages” generally, authenticity can only be identified retrospectively: In the past I was “genuinely myself” but now all I have are elusive memories of that fleeting experience, or brands and products that seduce me by pinpointing that feeling of loss and making it seem recuperable."