There’s also something clearly spam-like (and therefore uncanny) about the Soft Culture conventions. The ‘pale and pretty’ blogs exist in such multiplicity, delivering eerily samey content, in such a cumulatively overbearing manner, they seem complicit in their lack if differentiation. They are like Twitter spam bots bios- which manage in their algorithmic efficiency to reflect the achingly cliched and forcibly-kooky bios of genuine users.