Bloomberg reports that Chinese mobile developer Meitu Inc., which creates an app that lets you retouch selfies, may be going public for $750 million, poised to make it the “city’s biggest technology listing in nearly a decade.”

Though the internet has, for a long while, demanded a performance of self on social media, asking us to deliver a small window of our experience — often our perceived “happiest” or “prettiest” moments — selfies offer a rare, unfiltered, unedited look at the self.

With the prospect of this retouching technology, we may lose the “rawness” of selfies, and abandon them as the last vestige of “realness” amid tirelessly curated feeds of beautiful foods and glamour shots.

Read more at Bloomberg here.

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