Feelings and emotions in the most diverse nuances are ubiquitous in the media. An explosion of emotions is taking place in the social networks of the internet. Artificial intelligence and affective computing contribute significantly to this development. The latter are quite disturbing since feeling and emotion have always been considered as privileges exclusively human. In the face of the insistent emergence of feelings and emotions in the field of social relations and the consequences they provoke in the human psyche, this article enters into the theoretical and conceptual meanders of what one calls “feeling”. Far from being conceivable as a monolith, a unit in itself, feelings break up into a cascade of variations, all intertwined with distinct emotions. Without careful conceptual scrutiny as a starting point, analytical and practical misunderstandings is unavoidable. This is the argument advocated in this article.