Last but not least, social media has showed a huge impact on the understanding of friendliness lately: likes, comments, follow and un-follow. Photos of cappuccinos and latte art. #Viewgoals and #ThrowbackThursday. Let’s face it, there’s a massive overflow of repeating pictures. Apparently, our society is craving for more authenticity. And no, an artificial smile is not authentic at all. This would mean the shop assistant does it all right. There’s no reason to smile and fake friendliness if you are not in the mood for it – right?