One reason for pretenses: IMAGE IS EVERYTHING.
"Branding matters, and that rings true for both companies and individuals.
The way you present yourself has a profound impact on your career. And it's not just your body language or how you dress, the Internet has presented folks with countless new ways to bolster their personal brand -- or completely ruin it."
- Judith Aquino and Kim Bhasin, 9 Reasons Why Your Image Is Everything
http://www.businessinsider.com/why-your-image-is-everything-12-2011
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