I strongly agree with many points of the article. The fact that people are pretending to be someone that they are really not is scary. You can see that every day, people putting up statuses or uploading pictures as if in a popularity contest. Social media users attempt to live up to their connections expectations and to look as cool as possible in their eyes.
I think that in some way, people follow trends such as wearing a certain brand or watching a TV series in order to fit into society. Nowadays, society is far more open than it was ten years ago (the gap gets wider as we go far back in time) and by being so, people need to live up to the expectations. What are these expectations? Whatever marketing tells us. Be cool, show yourself, be there, etc. Is this right? Is it wrong? We do not know. It may be just a new way of living; perhaps a transition into something new.
We can all agree this lifestyle has no precedents, which makes the possibility of a social comparison very unlikely. We can hypothesize, debate, and even attempt to formulate standards of what is right or wrong, but we cannot dictate trends.