I am puzzled by the predominantly negative reaction to the manipulation of Facebook content, in the recent published research article in the mainstream media (MSM), though perhaps less in blogs and such. It seems to me that MSM’s reaction is hypocritical. They manipulate their content all the time to evoke different emotional responses from their readers/viewers/listeners. The difference is that conducting research on resultant emotional changes on MSM is not as easy as on Facebook. For example, magazines have used different cover images, darkening or lightening faces and so.