There is a very sad film about the "high spheres" life in New York. It is about the politics, the games people play, the artificial and the indifference. It is very sad - but so true. It is so sad because of the contrast between our imaginations based on the artificial glitter and the exalted words and the true life. And it is important because it reminds us how much of our social communication is just conventions and games.
We should remember this when designing social applications and not call the people one know as his friends.