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The kind of naming policy that Facebook and Google Plus have is actually a radical departure from the way identity and speech interact in the real world. They attach identity more strongly to every act of online speech than almost any real world situation does.
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It seems odd to me that this would be a revelation for Madrigal. If you use real name and pseudoanonymous services, the difference in the nature of the interactions is clear. When you have the option to abandon your name, and you bring nothing with it, the content you bring is the focus.