The logic which has developed as a direct consequence of the impact facebook and other social networking sites has on society. Meaningful relationships are undermined as friends are reduced to contacts which are to be collected as commodities in the attempt to appear cool.
The pervasiveness of this ideology legitimates the increasing transience of social relationships.
In layman's terms it becomes cool to have a vast pool of contacts requiring too much time and effort to properly maintain. As such the people worthy of an individual's time and effort are determined by the rewards that come with associating with that individual.
I don't care how many facebook friends you have, I don't buy into the facebook paradigm.