There is also evidence of a counter-Facebook movement, driven perhaps in part by concerns
that the site promotes a superficial kind of friendship. Some commercial brands have exploited
this sentiment: a Burger King marketing campaign, for example, involved the creation a Facebook application “Whopper Sacrifice” offering a free burger in return for deletion of 10 friends (Walsh, 2009). Only 10 days after its launch, Facebook disabled the application on the grounds that it breached its privacy regulations, although nearly a quarter of a million people had already been de-friended during this time. This illustrates how virtual media has not only transformed the nature of friendship, but also arguably devalued it (to the cost of 37 cents per person precisely, Wortham, 2009).