Excerpt from this article:
We can’t physically meet most of the people we interact with on the internet. So we create avatars who represent us in the online world, personae that are designed—on some level, conscious or subconscious—to shape others’ ideas about who we really are. Indeed, it’s natural for us to create avatars that represent what we want to be rather than what we are. And it’s only a short step from there to manipulating others’ perceptions of us to give ourselves an advantage of some sort, to deceive. To become puppet masters.