In a conversation about this with Samhita on Facebook of all places, she mentioned her frustration with the assumption that we somehow lose our identity markers online because we “invent” our identities. But, we “invent” our identities all the time offline too, whether we are going to work, out on a date, or in other social spaces; we behave differently depending on the situation. Through using social media, or through a quick survey of the blogosphere, it’s apparent that our identities become more distinct online and if anything that distinction feels exaggerated, not invisible. The feminist blogosphere is a prime example. While marketers can’t assume that we all like the same toothpaste or same brand of shoes because we identify as feminists, there are certain ideas and attitudes that unify us as expressed by the content and discussion in these specific communities, highlighting and sometimes exaggerating our identities.