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It's true that Love and Fragrance cannot be concealed, and yet the public display of affection (PDA) in social media seems so superficial and artificial, e.g., when husband and wife congratulate each other on FB for their wedding anniversary or parents wish happy birthday on Internet to their children who live in the same house. The dichotomy is that the magic of sensitive and innermost personal affections begins to vanish, as they get displayed explicitly and publicly in social media.