The "It's (so-and-so's) birthday" feature on Facebook is simultaneously one of the best and worst examples of how social networks can impact our digital lives. Best, in that it lets us know when something important and personal is happening to people we are connected to, and makes it easy for us to connect with them in that context. Worst, in that it elicits inauthentic responses and reduces the process of responding to such an event to a relatively hollow "Happy birthday!!!!!!" on their wall that shows up among a sea of similar announcements. The true lack of time and care the responders are giving back to that announcement is clearly apparent by the similarity and curtness of their responses. Indeed, while some or even all may truly be having good feelings and a lingering moment for the person they are "celebrating", that does not come across in the sea of short and generic comments.