Q. For a second there, I thought you were about to say Facebook was a good thing, the great democratic equalizer.
A. If Facebook were a country, it would be the third largest country in the world. If you’re asking me what I think about it personally—which doesn’t affect the movie—I think it’s an insincere form of socializing. Socializing on the Internet is to socializing what reality TV is to reality.
Q. So people rebrand themselves. It’s like digital cosmetic surgery.
From this Macleans interview with Aaron Sorkin about "The Social Network". His answer in the paragraph before this one is good too, showing how people do this kind of rebranding by tapping into well known cultural reference points, but also huge and I don't like taking quite that much of a quote. Go read it instead.