It's an interesting question, Rob. I'm feeling right now like it's doing something more authentic than artificial. I've long had my address book split up into groups, and send emails to each with very different vocabulary, tone, etc. We could argue about whether it's good to be the social chameleons that we all are, but I think it's very natural that different groups would have different interests and etiquette and that the ideal digital version of those groups would allow for that as well. Paul B. is obviously struggling with that on Facebook, where it would maybe clearer here.