"Masking" is a thing neurodivergent people talk about a lot, but it's comparable to comparing "normal clothes" and costumes or drag. There is no "normal." When you get dressed for the day, you're putting on a costume. Maybe it's a business suit or a uniform, but maybe it's just "your look" for the day.

The thing is that "you" don't exist. There's memory continuity of the consciousness that drives your body each day, but how you act to other people, the beliefs you have, and the clothes you wear are all part of a complex construction that you think of as yourself. But none of that is individually "you." If you put on a costume, you would probably act different: you'd be "in-character" but you probably don't think about this as being a different you, you still feel like yourself, just wearing a costume.

But if you changed your clothes, changed your interactions with others, changed your beliefs, then people would say "you've changed" as though you had shifted into a different person.

Everyone puts on masks for different groups of people. You wear a professional mask at work, an extrovert mask when out with friends, an intimate mask (which maybe feels like no mask at all) with family. Social media puts social pressure and often monetary pressure behind maintenance of a particular mask/identity. The fact that so many people are aware of the artiface of it is what you're seeing.

It used to be that most people's days were split up into a home period, a work period, a recreational period, etc. With the modern "always online, always available" world, our masks have become fluid and a constant part of us. Instead of putting on your work face in the morning and taking it off after a long day, you have to constantly be ready to break out the correct persona at any time, depending on who is contacting you on the phone. This leads to more "cracks" in the masks. People aren't "more fake," they're revealing more of themselves than intended because the masks keep slipping. This doesn't necessarily reveal any "true self" either because there is no such thing. Rather it let's the common parts slip out more (most people hide a lot of their personal selves from work colleagues) and reveals the contradictions in the other parts that normally can embe kept seperate.