Your comment about virtue signalling, pogs, and ffinn's about selfie coverage sum it up pretty well, I find! The other thing that's striking is how mad Twitter and Facebook can be if you are not careful—death threats for not turning up for dinner with grandpa!? completely OTT.
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I note you have not made a comment yourself bags so I don't know if/when/where any upset could take place but my opinion is the are all fricking nuts.
Virtue Signalling 
We know it happens. 
But I find the whole sentimental self-aggrandisement cloying, very FB/Twitter, very "me, me".
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