It’s not easy being Kate Middleton’s little brother, you know

When you think of the name Middleton, you think Kate, right? Beyond that, probably Pippa. But don’t forget about James. Can being the younger brother to the Duchess of Cambridge — one of the most famous women in the world — be a bit frustrating? “Yes, it does get frustrating,” James Middleton tells iPad magazine The Young Director. “I work incredibly hard — just like every other person in business and work. And aside from the fact of — yes, I am the brother of someone very important — I am, at the end of the day, just James.” So have some sympathy for Just James, you guys.

And speaking of “business and work,” what is it James is up to these days? Running his startup, Boomf, which allows Instagram users to get their photos printed on marshmallows. Go ahead, read that sentence over again. I’ll wait. “I have only ever employed myself,” James says proudly and without a hint of irony.

Follow Ned Ehrbar on Twitter: @nedrick