I think GP's point is that when you are interacting with Wendy's social media account, you aren't talking to Wendy herself, you are talking to Sheryl the Wendy'

I think GP's point is that when you are interacting with Wendy's social media account, you aren't talking to Wendy herself, you are talking to Sheryl the Wendy's Media Associate. Hiding that actual interaction is uncanny.