jmtd → log → geek → Friends
Gradually, each of the people down there in `Friends' (or to the left, or right, or whatever) are asking to have their names changed to aliases.
The problem I suppose is people like to be open and honest in their blogs, then their friends and co-workers start googling for their names and read stuff not designed for them.
I'd do the same but the domain is a bit of a give-away..
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