Astronomer is using its newfound viral fame and poking some fun at itself by hiring celebrity Gwyneth Paltrow as its “temporary spokesperson” following the Coldplay kiss cam scandal and the resignations of its CEO and head of HR.

In her essay about the recent exposure of an affair on a Coldplay concert’s kiss cam, Ms. Schulman exhibits a common and troubling misunderstanding of the distinction between shame and humiliation.

The episode resulted in endless memes, parody videos and screenshots of the pair’s shocked faces filling social media feeds.