You might have one identity, but you probably have many personas - and personas are what most people put forth on the web. That's a pretty fundamental fact, and

You might have one identity, but you probably have many personas - and personas are what most people put forth on the web. That's a pretty fundamental fact, and it seems like Zuckerberg is dead wrong on this. This might be an unpopular statement... but IMO, Google seems to get this on some level (even though they haven't figured out a way to package it.) There is a recurring theme in the occasional bits that leak out of Google about their high level thoughts on what they could contribute to the social web around understanding and helping people separate their personas - http://mashable.com/2010/07/13/google-social-slide-deck/ http://mashable.com/2010/07/13/google-social-slide-deck/ (update: creator of this deck now works at FB... wonder if he took his opinions with them, or if this is still indicative of the thinking at Google?) https://profiles.google.com/ https://profiles.google.com/ (notice the language around managing what the world sees when it searches for you...)