Upcoming award ceremony? You may consider joining the growing number of non-politicians hiring “toast whisperers” to write public speeches.

Sociologist Lisa Wade recently explained to News4Jax: “I think people that purchase a speech for an event might want to impress others, and that drives them to do it.” The growing importance of social media also likely contributes, as it increases “the expectation that other people will see everything we do.” And if some people will see it, we want it to be good—maybe even worthy of viral video status.

Guess we can add “Did you even write that speech?” to our array of ways to “throw shade” in the comments sections.