4chan's Chris Poole: Facebook & Google Are Doing It Wrong
  We present ourselves differently in different contexts,
  and that's key to our creativity and self-expression.
  "It's not 'who you share with,' it's 'who you share as,'"
  Poole told us. "Identity is prismatic."

moot just kinda blew my mind. And it makes total sense. I'd go so far as to say it's almost painfully obvious once it's pointed out to you. I hope someone's got it on video and posts it somewhere.