Imagine your virtual self is being held hostage by your favourite uncle. Let’s call him Som. Hold that thought. Now, you don’t mind because Som is cool, popular and well-liked, and could not conceivably put a foot wrong. Som tells you stuff you never knew existed, talks to you about the things you like. In fact, you like them because he’s the one who told you about them in the first place.
Som good? No, Som bad. Or is it all too complicated and you can’t tell?