In 2018, social anthropology finds itself increasingly concerned with its technical, legal and political conditions of possibility. The long‐term effects of austerity, financialisation and the technological transformation of media on teaching, research and publishing have led to intense struggles over the labour and property regimes underpinning the discipline. In responding to these challenges, anthropologists seem to be re‐conceptualising their own personhood and labour through the diverse conceptualisations of their interlocutors. However, it is also important to remember what makes social anthropology and its unique professional challenges but a small facet of a larger human condition. By way of conclusion, I offer kinship (the public's constitutive other) as one potential means of grappling with the limitations of social anthropology's own publicity.