There is mounting evidence of foreign operatives, partisan pundits, white supremacists, violent misogynists, grifters and scammers using impersonation on social media as a way to make money, gain status and direct media attention. Since their inception, big questions loomed about how social media companies could become financially lucrative. As personal data became a cash cow for social media companies, user experience could be tailored to prolong their time on sites. National security experts and academic research centers across the globe are creating content moderation software to monitor social media. If we are going to survive our ailing social media ecosystem, the truth needs advocates.