What kind of in-group does Facebook represent?

On the Media “Life in Facebookistan”

I am fascinated by the idea that we all belong to many overlapping social groups, and I wonder how these groups might be subject to multilevel selection. “Facebookistan” is an interesting conceptualization of a large international group: Facebook users. With characteristic incisive questioning, On The Media suggests that this might not be a territory that freedom-loving egalitarians want to occupy.

Also funny here is the primate social group perspective on being a part of Facebook “liking”. Talk about parasitizing a primitive instinct without any real adaptive value (is it really valuable to be known as Coca-Cola’s social buddy?).