Think about what people are doing on Facebook today. They're keeping up with their friends and family but they're also building an image and identity for themselves which in a sense is their brand. They're connecting with the audience that they want to connect to. It's almost a disadvantage if you're not on it now.

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It is quite annoying that we have to change the sound we invented just to avoid sounding like people who simply copy us but... it is flattering and of course challenging.