when we rationalize our contacts with other people - the face becomes just some body parts. but the face is much more than that. it unconsciously introduces humanness. the face is a biological intention to be nice for the sake of being nice but where is that in the digital world? we lose the humanness - got called out, are willing to say to destroy capitalism without realizing all the faces behind it - people think about themselves first from the content they consume (ex. criticism for someone just sharing authentic content)