Another way of understanding Michelle’s “so what?” feeling as she looked at her inaccurately targeted ads is that “so what?” is an expression of ambivalence, and ambivalence is complicated. Ambivalence is created when we hold contradictory ideas that are hard to square with one another, and holding contradictory ideas can be kind of exhausting. Sometimes it’s easier to disconnect and say to ourselves, “If it’s so complicated then why should I care about this topic at all?”