To Understand Facebook, Study Capgras Syndrome:
This withering of primate familiarity in the face of technology prompts us to mistake an acquaintance for a friend, just because the two of you have a Snapchat streak for the last umpteen days, or because you both like all the same Facebook pages. It allows us to become intimate with people whose familiarity then proves false. After all, we can now fall in love with people online whose hair we have never smelled.