Phonies... it's epidemic these days.
af·fec·ta·tion/ˌafekˈtāSHən/Noun
1. Behavior, speech, or writing that is artificial and designed to impress.
2. A studied display of real or pretended feeling: "an affectation of calm".
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Isn't that interesting? I think many people are affected and actually believe it is a good thing - that it is their 'better side' as it were.