The Covid-19 virus outbreak is our myth-buster moment.
The disease shock is not only straining health systems and putting the blowtorch to the economy, it is demanding us all to reassess the way we see ourselves and our place in society.
So many ads, whether it be for cars, clothes, diets or home loans, say it is all about you and your individuality.
This time it isn't.
The actions we are being asked to take to stop the spread of COVID-19 are not, primarily, about us individually but as members of society.
In our daily lives we generally accept and embrace being part of a community, whether that be our circles of family and friends, the people we work with, our neighbours, the shops, bars or clubs we frequent. More recently this has also included online communities as well.
But there is an understandable tendency to overlook the broader community - in our town, city, state, territory, country and world - of which we are a part.
It has become a habit to look for what divides us - religion, wealth, gender, sexuality, skin colour, where we live, what we wear, even what sport we follow.
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To the virus, none of this matters.
It respects no international borders, no social boundaries, no hierarchies of wealth or privilege.
As Tom Hanks and Peter Dutton know from personal experience, fame and political power don't stop it.
So far, the only thing we know that does seem to stop it is to stop ourselves. That is, to physically isolate ourselves from each other and stop the personal interactions that, every day, enrich our lives.
We are being told to do this not so much for our indivdual benefit, but for the benefit of others.
Sure, if you self-isolate and do not harbour COVID-19 in your system or household, you will probably escape getting ill (at least until you emerge).
But from a community point of view the real benefit of self-isolation is to hold down the pressure on the health system by stopping as many people as possible from mingling and spreading the illness to others.
If we do this well enough, we might avoid repeating Italy's horrific experience where shortages of equipment and beds are forcing doctors to make life-and-death decisions about who gets treated and who doesn't.
Health strategist Bill Bowtell warns that years of tight budgets has meant our hospital system runs very lean. The nation has just 2229 intensive care beds.
Even a small jump in cases will put the system under severe strain.
But the signs are that is where we are headed.
The number of cases is rising exponentially, just as Bowtell and others have feared.
As at late Sunday afternoon there were 1315 cases. A week ago there were less than 300.
On the current trajectory, the number of infections is likely to double around every three days.
So far, the community repsonse has been part anxiety, part disbelief and part just catching up with a very changed reality.
Given the speed with which this is unfolding that is not surprising.
Barely a week ago we were being told it was OK to go to the footy. Now we can't even go to the beach.
Things are unspooling at a rapid rate.
But we need to catch up, and quickly.
Our habits have to change.
In 48 hours going to the café for a coffee break or to the bar for a catch-up will no longer be an option.
This is the world we are rapidly entering.
The cost in livelihoods and disruption to lives will be extraordinarily high.
But the draconian measures to come into effect in the next 48 hours might be our best chance to avoid the worst.
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