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The other day, while scrolling through Instagram, an advertisement caught my eye. This happens often enough. Instagram’s ads, uniformly square and often well designed, are better than most at capturing my attention. But this ad was different. Not for its appearance—it had the same millennial pinkbackground and liberal use of emoji that many companies use to reach women of a certain age—but for what it was selling.
The ad, for New York City fertility clinic Extend Fertility, featured a colorful illustration of a sperm wiggling its way into an ovum. Below it, the caption read: “When you freeze your eggs, you #freezetime. How often do you get to do that? 
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I lingered on the image for a moment, parsing its implications. Was this Instagram ad suggesting that I, a 30-year-old woman who’d never expressed on social media interest (or disinterest) in having children, freeze my eggs? I reread the post. Yes, it was definitely suggesting just that—and not to just me. Below the ad, a string of perplexed comments followed:
“Did my mom pay them to...
