The terrible privacy of Maxwell Sim

Maxwell Sim seems to have hit rock bottom. Estranged from his father, newly divorced, unable to communicate with his only daughter, he realizes that while he may have seventy-four friends on Facebook, there is nobody in the world with whom he can actually share his problems. Then a business proposition comes his way, a strange exercise in corporate PR that will require him to spend a week driving from London to a remote retail outlet on the Shetland Isles.