I've always been fascinated by Jung's theory of pesonality (he was one of the first, if not THE first, to use the term "persona"). One intriguing aspect of his theory is that personality operates in polarities. What's on the conscious surface (the persona) may be the opposite of what is unconscious. An outwardly shy person may inwardly possess a hidden "social butterfly." The "shadow" in Jung's theory are those personality traits that we really dislike in others, but secretly possess ourselves. Perhaps cyberspace is a great place to activate the polarities and shadows.