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"So face" is a play on the words "so fake" in relation to Facebook comments, statuses, and well wishes. It points out the pretentious, contrived, and fake information many Facebook users willfully exchange with Friends, or make public from their Profiles. Things like status updates on how they're feeling at any given moment; or that they're so busy or late yet have the time to update their statuses declaring this; or Happy Birthday exchanges between people who only get in touch once a year during their date of birth. There are many other instances of Facebook users feigning interest or positive support.
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