Irony is like sen­ti­men­tal­i­ty, a kind of vio­lence to the form, to the nar­ra­tive. And in a sense, these days we prob­a­bly need a new term because irony is insuf­fi­cient. It is the post-ironic moment. It is very hard in a vocab­u­lary that has been so medi­at­ed and coopt­ed by mar­ket­ing, it is very hard for peo­ple to not be iron­ic, to not be snarky and sar­cas­tic.