I brought this up with a couple Facebook PMs last week; they seemed nonplussed. One of them brought up the fact that the average user has fewer than 150 friends; he gently suggested that I was an edge case.

I disagree, even someone with 10 friends will show one face to five and another face to the other five (if those five are a separate group.)

Zuckerberg's comments about "integrity" suppose that we have an atomic identity that we sometimes modify out of weakness of character. Nonsense. Our identities emerge out of interactions (the linked essay makes the same point without sounding like an undergrad who just read some critical theory.)

The unfortunate thing for Facebook (and Google+) is that no one has made a successful feature set around different friend groups in the same service. Facebook might have to resign itself to being people's public face.