Avatars and Identity

Interesting article on Clickable Culture today, on this week's South by Southwest conference lecture "The Imago Effect: Avatar Psychology" given by Harvey Smith of Midway Games in Texas.

Why do folks choose the avatars they choose to represent themselves? In an environment such as SL, where the customization of one's avatar is almost unlimited, how do you decide what is "me" and what is "not me"?

Masks and archetypes and self, oh my!