Instead, he put all of it, all of every user’s needs and tools, into one pot and invented TruYou—one account, one identity, one password, one payment system, per person. There were no more passwords, no multiple identities. Your devices knew who you were, and your one identity—the TruYou, unbendable and unmaskable—was the person paying, signing up, responding, viewing and reviewing, seeing and being seen. You had to use your real name, and this was tied to your credit cards, your bank, and thus paying for anything was simple. One button for the rest of your life online. To use any of the Circle’s tools, and they were the best tools, the most dominant and ubiquitous and free, you had to do so as yourself, as your actual self, as your TruYou. The era of false identities, identity theft, multiple user names, complicated passwords and payment systems was over. Anytime you wanted to see anything, use anything, comment on anything or buy anything, it was one button, one account, everything tied together and trackable and simple, all of it operable via mobile or laptop, tablet or retinal. Once you had a single account, it carried you through every corner of the web, every portal, every pay site, everything you wanted to do. TruYou changed the internet, in toto, within a year. Though some sites were resistant at first, and free-internet advocates shouted about the right to be anonymous online, the TruYou wave was tidal and crushed all meaningful opposition. It started with the commerce sites. Why would any non-porn site want anonymous users when they could know exactly who had come through the door? Overnight, all comment boards became civil, all posters held accountable. The trolls, who had more or less overtaken the internet, were driven back into the darkness. source
This comes back to something that danah boyd spoke about in It’s Complicated where it was bad faith to take a conversation seen on the open web out of context.