We know how it all ends. But what determines our attitude toward our own and others' deaths? Social anthropologist Sergei Mokhov's new work explores this issue. Why do we mourn unknown celebrities, while debates about euthanasia continue to rage? Why do tragic events like the Kemerovo shopping center fire divide social media, and how are our ideas about the passing of loved ones and immortality changing in the 21st century? All these questions are woven into the history of ideas, from ancient myths to modern techno-utopias, and it's time to try to understand them, because when we talk about death, we're really always talking about life.