In 2016, Schur had an account on Twitter but not Facebook or Instagram, as "there's a bunch of strangers talking shit about you in there", and Jones expressed a similarly negative attitude, stating "I do have very strong, very conflicted feelings about rating systems and social media."[14] Brooker notes that "you are rewarded for having a more extreme opinion" on social media; in the episode, as on the internet, almost all ratings given are either one or five stars.[15] Similarly, Schur opines that social media causes people to exaggerate their behaviour, particularly their rudeness.[16] Jones believes that the episode, as with all Black Mirror episodes, "pushes you into the near future", while Schur considers it to be more of a "parallel reality".