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.

Online streams of Coldplay's songs jumped 20% in the days after the video went viral, according to Luminate, an industry data and analytics company.