The other perk of a multiplayer game is an obvious one: since players are dueling with real people located next to them, the experience is more intimate and spontaneous than battling an auto-generated opponent.

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Your actively shared links, photos, and status updates probably reach much higher than 16 percent of your friends, while more inane auto-generated posts about new friendships, wall posts, and articles you read may only be seen by your closest buddies.

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Named after a much-mocked hairstyle that's short and neat in front but long and unkempt in back, mullet strategists maintain a spiffy, well-groomed front page they can show to advertisers while serving most of their actual page views on a constellation of low-quality discussion boards, sexed-up celebrity news bits and user- or auto-generated content.

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