Why Big Social is so *evil*: each network is devoted to building a Frankenstein version of yourself.
This Frankenstein has most of your atributes: a face, romantic history, shopping preferences, etc..
Everything that Big Social can find out, catalogue, and define as "you" is actively being built every single day. They follow you. They know your wants and desires.
But just like Frankenstein's monster, this version of you lacks soul.