Moving beyond the knee-jerk - is it possible to overcome identity threat in the age of social media?

Note - the links inside the body of this text are for your enhancement - they elaborate the points at which I'm getting.

So...I'm hesitant to go there, but the past 24 hours of my Facebook feed has pretty much made up my mind.

If you haven't seen or heard about the new Gillette ad from last week, I daresay you either:
a. Actually do live under the proverbial rock
b. Have an existence similar to Helen Keller's in which you are both deaf and blind, or
c. Really don't care