We know how it will end. But what determines our attitude towards our own and someone else's death? This problem is devoted to the new work of the social anthropologist Sergei Mokhov. Why do we mourn celebrities we don't know and the euthanasia debate continues unabated? Because of what tragic events like a fire in the Kemerovo shopping center split social networks and how in the 21st century do our ideas about the departure of loved ones from life and immortality change? All these questions are woven into the history of ideas from ancient myths to modern techno-utopias, and it's time to try to figure them out, because when we talk about death, in fact, we are always talking about life.