Based on the findings of a recent qualitative survey carried out in Switzerland, in fact, most of us have up to ten discreet interdependent social identities—identities, the study concludes, which are often in conflict.16 Let’s imagine a middle-aged bank teller living in Pensacola, Florida. He is a father, a son and a husband. He is a Floridian. He is a bank employee. He is also a bicyclist and a recreational runner, and at night, drinking with his friends, he is “the funny one.” He is also a vegetarian, an amateur guitarist, and on weekends he helps coach soccer at his daughter’s high school. Then there are his online identities, including his Facebook, Twitter and Instagram selves. Most surprising is that the man’s ethical mind-set, honesty, sociability and even level of social engagement changes from personality to personality. Imagine that in his professional role, for example, he may be primed to dissembling, or outright deceit, while simultaneously, as a dad, he finds dishonesty repellent.