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Anonymity. The mask lets the true self be expressed.
No reason both can't be true. There's also the mediating factor that being in a grocery store next to someone doesn't allow for. An unfollow is a lot different than confronting someone face-to-face.
If you meet a perfectly random person in the store, you're effectively anonymous to them because they don't know anything about you. On fb, your friends and family get notified about your behavior towards strangers.
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