As a millennial who spends a lot of time on social media, I assumed I was desensitised to adverts. It was a post from the London Egg Bank which first caught my eye, offering a ‘freeze and share’ scheme. Another friend says she thinks the advertising frames egg donation ‘like it’s something you can do as a second income stream’. Then it dawned on me: it’s simply that I’m 28 and female – and social media sites understand this. Would-be mothers need eggs, and social media is seemingly playing the middleman in their delivery.