Chapter 4 examines tales of socially transgressive action, which breaks the rules, scripts and conventions of expected behaviour. This includes not getting married, not having children and not meeting cultural milestones. Drawing on labelling theories of deviance, I show how participants used discursive resources to position themselves in (mis)alignment with social norms and values. Some were proud to be different, while others felt stigma and shame. Responding to sanctioning social reactions, they gave accounts of role distancerole distance, embracement or justification, with feelings of envy or boredom.