Buy and tell?

I recently discovered Payvment, the social ecommerce platform for Facebook, through this article in Fast Company (worth reading to understand how Payvment works). This application is fuel for an issue I've been currently thinking about, which has to do with online identity profiles. For example, it's easy to recognize our Facebook profile as our social profile, and Linkedin as our professional profile - which makes sense for them to be separated in different platforms, as those worlds are made of different rules of behavior, etiquette and content. But what about our profiles as consumers? Does it belong to our social sphere, or it has to be a separated one? Do we want to share everything we buy with others? Are we defined socially by what we buy? The answer seems pretty simple in today's world... but I'm still thinking about it.