This song finds vocalist Rob Damiani reflecting on how he gets turned off by pals who spend too much time on Facebook, Instagram and their likes. He explained to Kerrang:
"The song is about friends you've had for years and years, and in person there's nothing wrong with them. You get on great and they never bother you. But, their social media personas and the constant bombardment of pictures and posts on their various pages are enough to make you ask, 'Why are these people my friends?'"
Don Broco hooked up with their usual director Ben Roberts for the music video. Rob Damani told Kerrang:
"The song deals with social media and sharing everything in your life, and being distracted from interesting stuff happening around you, so the director really got the song. We loved the idea that there could be this alien invasion happening, and people are totally oblivious to what's going on."
Rob Damiani explained to HMV.com why the band named the album after this song.
"Technology, as a theme, was something we figured out much later," he said. "They're all their own songs. When I write an album, I take it song by songs. It's a chance for me to talk about a lot of things. It was only afterwards that technology, the effects of social media, the effects it's had on my friends and how it's made me feel about them, wishing I could turn back the clock to a time when it didn't rule everyone's existence, it was a thread that I picked up on."
"It's a darker album than anything we've done before, I touch on things I've never even considered, a lot of it's very personal, about me, about the band, in a way it's a more reflective album, but I'm not sugar coating anything," Daniani continued. "This is me looking at the world in a new light, it's a darker place now."