Ariel, Galit. 2021. “Free the (Virtual) Nipple.” Global Perspectives 2 (1).
https://doi.org/10.1525/gp.2021.21331.
Communication and Media
Free the (Virtual) Nipple
Galit Ariel 1
1
a
Head of Futures, Future Memory Inc.
Keywords: gender, digital space, embodiment, representation, digital materiality
https://doi.org/10.1525/gp.2021.21331
Global Perspectives
Vol. 2, Issue 1, 2021
“Who am I?” is the fundamental question we ask as
human beings. One of the most intriguing aspects of our
augmented futures is how we will experience new social
paradigms attached to digital bodily representation and
identities. Digital and virtual space provide infinite possibilities for developing alternative manifestations and tools
to express personal and social selves, but how we imagine
these opportunities and what we actually create are often
very different. There are two roadblocks on our path to
achieving a transcendental experience amid our imagined
and our embodied identities: the first relates to existing cultural biases and gender roles, while the second relates to
the intrepid role that our physical body plays as an identitydefining space.
VIRTUALITY AND PRESENCE
Our attachment to physical presence is not unfounded.
Physical space is where we are biologically programmed to
determine our sense of “being” and reality. Our bodies are
the first interface we have to understand the boundaries
of the world around us; and we have been working relentlessly to alter and overcome the boundaries of our existence. After all, aren’t most technological tools created by
humans—from the wheel to automation and computational
systems—aimed at overcoming our physical and cognitive
shortcomings? We create technological tools that can alter,
overcome, and surpass the human condition so we can survive as a species, thrive as individuals, and dominate our
future by bending the predetermined rules of the physical
world around us.
Beyond our attempts to tinker with the world around us,
humanity has used various means to alter and elevate our
embodied presence, from cosmetics to fashion, corrective
a
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sensory and movement function devices, surgery, and biohacking, all in an attempt to modify physiological qualities
and conform to desired social function, gender roles, and
identities. Those physical procedures might be effective but
can also be costly, painful, short-lived, invasive, and unhealthy, and are constrained by physiological and biological
limitations.
In comparison to physical body modifications, the
premise of digital virtualization and augmentation of humanity into transhuman and posthuman expression seems
boundless and pain free. Digital space is painted as an area
that can liberate us from the constraints of physical reality.
We are nearing an exhilarating time when we will be able to
seamlessly cross over and blend physical and digital spaces.
But before we cross that chasm, we might want to see what
“embodied baggage” we bring with us—and ask ourselves,
Can we truly make that passage in a successful, positive,
and viable way?
OUR CYBER SELVES
Humans have truly constructed—as Jacques Ellul ([1954]
1964) framed it—a technological civilization. Our systems,
economies, politics, societies, and identities are all tech infused. Technology is a resource we depend on, an everyday common. Everything around you and everyone you have
interacted with today has been touched by a human-made
process or innovation. Technology’s impact on our lives is
undeniable and oftentimes irreversible. Being “disconnected” used to mean being disconnected from reality.
Nowadays, having digital visibility means to be socially
seen (albeit not necessarily accepted); a digital disconnect
is the equivalent of stepping outside the social and cultural
reality. For many, being digitally disconnected creates
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One of the most intriguing aspects of our augmented futures is how we will experience
new social paradigms attached to bodily representation and identification. Digital and
virtual space provide infinite possibilities for developing alternative manifestations and
tools to express personal and social selves, but how we imagine these opportunities
versus what we actually create are often two different things. There are two roadblocks to
achieving such a transcendental experience. The first relates to existing gender-role
cultures and biases, while the second is whether we will be able to let go of the intrepid
role the body plays as an identity-defining-space.
Free the (Virtual) Nipple
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through the creation of digital ecosystems aimed at moderating not only our leisure but also our civic and professional interactions, and peppering us with dopamineinducing engagement mechanisms, we are guaranteed to
constantly participate and remain in digital realms. The ultimate goal is to keep us within a digital mirror world, built
within a socially competitive feedback loop, where we pursue an idealized perception of our lives, our status, and our
selves. As we become more digitally intertwined, we are exhausted by trying to keep up with the digital images of others and (worse) with our own constructed “best self” image,
which often leaves us with a deep sense of isolation and a
deflated sense of self.
This gap between our desired self and our actual self
has been leaking back into the physical sense of identity,
Moretti (2020) adds: “we are starting to see people that take
these ideas of how they’ve represented themselves online
and appropriate these intrinsic dimensions to their physical
forms.” But this has also spurred a sense of anxiety related
to the digitally unenhanced self, encouraging users to beautify and even conduct surgical procedures to match up with
the feature-enhancing digital filters. This new mental dis1
order is referred to as “selfie dysmorphia.”
Most tech platforms prey on our mental and cognitive
weaknesses even further by investing vast amounts of capital to develop advanced behavioral nudging and habit-forming interactions. Major tech companies recruit squads of
neuroscientists and behavioral engineers (McBride and
Vance 2019; Griffin 2017) in an attempt to further their hold
on the human neural setup. Devices and whole smart environments now incorporate biometric capturing systems
to merge computation and human cognition. Such systems
can capture and analyze in real time our microexpressions,
iris movement, and complex behavioral patterns. Our bodies and cognition became a lucrative data mine, and the art
of digital persuasion evolved into a realm that bakes in our
future cognitive submission.
Another aspect of our digital agency and representation
relates to the current role that digital mediums play on a sociocultural and sociopolitical level. The accessibility of digital mediums and tools broadens our ability to represent
once hidden cultural affiliation, values, and identities. Digital platforms play a dominant role in igniting cross-cultural solidarity and granting global visibility to previously
“invisible” groups and causes, sometimes acting as the core
catalyst for social change. This encompasses the broadcasting of the Arab Spring uprisings in the Middle East and the
Black Lives Matter protests and movement in North America, which advocate against racially motivated violence and
marginalization of Black people.
Using digital platforms allows such groups to expose and
advocate against biases, aggression, and oppression within
physical space, but also to protest and resist discrimination
in other areas related to gender and bodily representation.
Social media and digital tools became a core component
Previously dubbed “Snapchat dysmorphia,” but since such filters are now common across many social media platforms, the term changed
to “Selfie dysmorphia.” Meanwhile, Snap Inc. limited the creation of AR beatifying filters. See Chiu 2018; Ritschel 2018.
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anxiety, while for others, including Silicon Valley tech
leaders, it is a lifestyle luxury (Bowles 2018). With that, our
current digital shared selves have become more than tools
for self-expression; they are a direct representation of our
social participation. And with the ability to easily edit our
digital social selves, we need to create socially approved
versions of ourselves. An added challenge, once our digital
self is “published,” will be to retain editorial control of our
digital representation. This depends on our own and our social peers’ “tech capital” in understanding digital representation and norms. This will also determine our agency and
ability to edit, curate, and control the digital presence we
have created. Our digital selves (and, as a result, our physical selves) can be vulnerable to those who have digital and
economic supremacy over our data. As our digital footprint
expands, our ability to defend ourselves from commercial
and governmental prying eyes, common trolls, malicious
hackers, prospective employers, potential lovers, and nosy
relatives diminishes.
It’s no surprise that tech-infused industries and practices
are fueled by image-driven content, the “lowest-hanging
social fruits”—visual honey traps. Just consider that despite
Facebook’s current “bringing the world closer together”
mission statement, the company started as a “hot or not”
female rating system for college boys. Unaware, but most
likely unconcerned by their biases, tech platforms and tools
keep embedding a narrow perspective of the world to frame
cultural and digital systems and interactions. But if we want
technology to be the universal tool it is meant to be, it is
time to step out of the Silicon Valley tree house and change
the tools created inside it.
Digital platforms play a role in exploring and expanding
our identity and presence. They enable individuals to manifest, share, and create a representation of themselves, their
points of view, and their values. The accessibility, ease of
creation, and ease of consumption created by digital mediums means that we also get to entrench new voices, faces,
and cultures. Digital sociologist Lisa Talia Moretti (2020)
shared with me her perspective on the potential of digital
media to extend our sense of self: “Digital media allows
the ‘self’ to become playful, and identity to become playful,
seen through traditional gender and sex roles.” But with
this freedom comes a price. The digital attention economy
is unforgiving to those who dare neglect their digital identities and interactions, creating conditioning algorithms and
engagement mechanisms that reward users for frequent usage and active participants with greater exposure of their
posts while concealing the content of less active participants. And so, if you digitally snooze, your feed is guaranteed to lose traction.
Such digital platforms (and social media in particular)
use a variety of mechanisms to ensure that our digital selves
remain an imperative feature in our everyday lives, on- and
offline. From the embedding of cultural and social norms
around the necessity of participating in digital platforms,
Free the (Virtual) Nipple
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platforms toward nipple representation. I created two fun
AR filters aimed at testing the approach toward disembodied and digitally manipulated nipples on AR social media
platforms. The first one (Free the Nipple) allowed users to
“liberate the nipple” by shooting augmented, pixelated nipple clusters out of their mouths; the second (NippleHead)
allowed users to swap their face with an augmented nipple to “empower” nipples to “have a voice.” Both filters presented disembodied nipples and offered a range of nipple
shapes and colors (to ensure multiracial and multigender
representation). They were nothing but harmless fun. Or so
I thought. The experiment was a partial success: although
the first filter, Free the Nipple, survived in the wilderness of
virtual space for approximately three months, the second,
NippleHead, was banned immediately. I was left wondering:
will we ever be able to free ourselves from both our physical
and our virtual nipple fixation?
3D ME
Video games have embedded three-dimensional digital representations of the self for decades and could have been a
transformational tool for exploring alternate realities and
digital selves. However, video games were infected early on
by a dominant male culture and traditional gender paradigms (Cote 2020). From characters and story lines to game
play, this culture entrenched a specific representation of
gender roles and behaviors. The male-dominant game developer community created fantasy worlds where gender
roles strongly echoed the grim, misogynistic culture of the
physical world. Male characters were the lead roles, playing
action-based narratives, while females were mostly cast as
“babes” and “princesses”; it was often required to pay an
extra fee to play as a female lead character (Messer 2015),
and you still have to pay game engines (like Unreal) to create 3D female mannequins. According to Statista’s “U.S.
Video Gamer Gender Statistics” report, females represent
an almost equal user base in gaming, with a 48 percent
female gamer presence in the United States in 2014; this
number has dropped and currently stands at 41 percent
(Gough 2020). The 2014 Gamergate scandal, where a group
of male gamers organized targeted bullying including death
and rape threats (Scimeca 2020) against female gamers and
developers, exposed the underlying bias against female
presence and representation within the virtual space. Even
though the last few years have shown a more robust representation of female game developers, gamers, and leading
(kick-ass) characters in the gaming industry, female gamers
are still bullied, harassed, and threatened online. Websites
such as Fat, Ugly or Slutty (2011) were created to document
female gamers’ experiences in receiving lewd comments,
images, and threats for daring to game, and gamers admit
they avoid assuming female identities in online gaming and
e-sport leagues (Clarke 2019).
The path to bias-free technology is winding, and one
must wonder if it can ever be achieved. Perhaps we should
For more information and activity, follow Free the Nipple on Instagram: https://www.instagram.com/freethenipple/.
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in calling out discriminative and biased mindsets; a recent
example is the #MeToo movement that flagged the issue
of systematic sexual harassment and assaults in neoliberal
societies and industries. Body shaming and the repression
of “out of norm” aesthetics bubbled up within platforms
that elevated a perfected, filtered, and digitally altered appearance. As a response, body positivity movements called
out online and offline media platforms, role models, and
influencers for setting up unrealistic standards through a
manipulated representation of their selves via the use of
digital means (Hu 2012). A great example is the “Real/Unreal” campaign, which posted retouched imagery versus the
original images, side by side, in order to showcase the extent of the manipulation within the beautified image (see
http://realunreal.com/#media).
We can now see a wider representation of bodily aesthetics, but there is one thing we are still unable to see in the
digital realm: the true clear-and-present danger to society,
the female nipple. The “Free the Nipple” movement advocates for granting women the right to display their nipples
in public without being criminalized, censored, or sexualized. Free the Nipple events protested the legal and cultural
taboos around the display of the female nipple. In 2013, after filmmaker Lina Esco posted a clip for her film Free the
Nipple on social media (with the hashtag #FreeTheNipple),
a digital ban of female nipples was induced by popular social media platforms (such as Facebook and Instagram) (Jacobs 2019) and evoked numerous “social media nipple posting hacks,” including the use of physical and digital stickers
or effects to cover the nipples, or digital replacement of
female nipples with “approved” male ones (Mangiaracina
2017). The movement started to call out the elimination of
social media posts containing female nipples, even when
displayed in a nonsexual context or as part of iconic art and
photography pieces, and sparked more protests (Paul 2019)
2
and a digital campaign using the #FreeTheNipple hashtag.
In this instance, bodily social constraints leaked from our
physical space into the digital “boundless” and “disembodied” space.
As we move toward more multifaceted and digitally fluid
representations of selves, our challenge will be to explore
gender and identity representations that layer more complex facets of the self that break societal archetypes altogether. Perhaps the two-dimensional digital realm is too
limited and cannot compete with the physical world and
identity biases. Surely if we were able to create a three-dimensional alternate representation of ourselves, we could
regenerate a new notion of self… right? Yes. And no. In theory we should be able to, but in practice we seem to migrate
physical-world bodily hang-ups into the virtual realm. Recently, something curious happened on Fortnite: the rapper Travis displayed an exhilarating new route for content
delivery, creating a purely virtual concert performance that
was viewed by millions. However, one of the most discussed
issues around the performance was that his avatar had no
nipples. I decided to perform a little experiment. My goal
was to examine the approach of augmented reality social
Free the (Virtual) Nipple
Figure 2. Free the Nipple AR lens. Created by Galit Ariel, 2020. Digital image courtesy of the author.
focus on value-embedded tech, or at least a state of affairs
where the playing field is more level. Amy LaMeyer, a man3
aging partner of the WXR venture fund, indicates a glimpse
of hope for a near future where presence of women and people of color (POC) in gaming, tech leadership, and start-ups
can lead to more equitable interactions. She states: “I notice more active female presence in XR platforms and startups, and the community behind it is amazing, on business
context as well as via a supportive online and offline community” (LaMeyer 2020). Part of the diversity portrayed in
this industry has to do with the fact that immersive tech
3
has reemerged amid a wave of community-endorsed business-making within a cultural wave that supports equality
and a fluid expression of the self. LaMeyer points out that it
is also likely that immersive technologies themselves entice
“an empathy machine” and attract less traditional (or previously masculinity-driven) practices.
We also see more indie and mainstream games that offer
progressive approaches to gender and sexual representation. The sandbox game Fortnite introduced a simple and
impactful mechanic to emancipate the virtual identity from
the physical one: the user is simply assigned a random
The fund invests specifically in companies developing artificial intelligence and in virtual and augmented reality–focused start-ups.
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Figure 1. NippleHead Snap AR lens. Created by Galit Ariel, 2020. Digital image courtesy of the author.
Free the (Virtual) Nipple
avatar (or “skin”), male, female, or nonhuman. This minor
adjustment seeds a powerful concept: your participation in
a virtual realm is not dependent on a “correct” or “biological” representation of yourself. Cyberpunk 2077, on the
other hand, incorporates a gender slider, so the player can
choose their avatar’s sexual orientation on a spectrum, versus the traditional binary option. However, the game does
provide extensive options to craft avatar genitalia, including organ size, shape, color, and the landscaping of the
avatar’s pubic hair (I doubt whether this was the update all
digital beings had been waiting for since the invention of
cyberspace).
IMAGO DEI
WHAT’S NEXT?
Being trapped by the obsession to simulate an accurate representation of ourselves might seem like the expansion of
new technological horizons, but it merely echoes the divisive nature of the physical realm and recreates it as a virtually simulated replica.
Injecting biases into digital realms and avatars might be
unavoidable, but when entities and organizations deliberately target human insecurities and apply persuasive technology for behavioral change, through the creation of superficial aspirations for specific lifestyles and features, we
are guaranteed to take a big leap… backwards. The virtual
realm will not solve fundamental problems deeply rooted
in societal biases without questioning the existing sense of
representation and helping to shape better ones.
Even if we make sure that a limited group of developers
don’t write only themselves (or their concept of ideal
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We are nearing a point in time where we can enable a universal network that renders, in real time, a hyperrealistic,
superimposed digital layer onto (and within) the physical
world. As spatial computing moves from science fiction to
science fact, we need to figure out whether the new hybrid
space will enable us to experiment with a sense of “becoming” or make us more attached to our bodily blueprint.
But just because we can envision a disembodied identity,
it does not mean that we are comfortable doing so. Moving
through the world with our physical bodies and with defined
sensory input has been the predominant tool in defining
our social and physical space throughout the majority of
human development.
While social media is still a (curated) representation of
our physical selves, we are seeing the emergence of human/
corporate digital avatars, mostly created as digital twins
with some resemblance to their creators, and a new type of
virtual beings—completely fabricated digital beings, with a
unique appearance, bio, and personality. With millions of
followers on social media platforms, those virtual beings
step outside the social media bubble and into other cultural
facets. They occupy media spots, headline music festival
performances, have their own talent agencies, land fashion
campaigns and appear on fashion magazine covers, and
even launch their own clothing and lifestyle brands.
Lil Miquela, the first social media virtual influencer, has
more than 2.5 million followers (dubbed “Miquelites”) on
Instagram and earns an estimate of £8,960,000 per year, according to digital marketplace OnBuy; The Cut reported that
she recently broke up with her human boyfriend (Lampen
2020).
But what about the “independent” digital beings, who
are theoretically unbound from bodily representation of a
physical human but are not liberated from gender and bodily aesthetic constraints? Virtual beings serve human masters, bound by code and contract—they perform for us. Their
virtual three-dimensionality does not liberate them but instead binds them to specific bodily aesthetics that comply
with our current “ideal” representation and gender features. Even the Kentucky Fried Chicken virtual influencer
probably had to cut down on its fried chicken bucket and
join a virtual gym. Far from the fuller, more mature iconic
image of the chain’s founder, the virtual avatar is a slim,
silver hipster who jets around the world rocking tattoos
and killer abs. We might find the idea of letting our virtual
beings have a truly independent existence intriguing, but
would we appreciate a virtual space where we no longer set
the presence and embodied rules?
The fantastic potential for creating exploratory virtual
and augmented selves can become a more probable future
when we resolve the inevitable conflicts that will emerge
from the evolution of alternate digital selves. Rather than
leaving digital representation in malicious or negligent
hands, aiming to benefit from fragmented identities and societies, we should start considering the new cultural, ethical, and legal implications that the existing and the new
types of digital presence will carry. For example, what are
the economic and societal landscapes for digital beings?
Who is accountable for digital beings’ “actions” once they
gain digital independence as machine intelligence rises and
gains cognition? What would privacy, agency, and consent
look like if we can duplicate and animate anyone’s physical
appearance and create their digital twin? Will we be able to
escape our inherited biases toward social and individual archetypes and surpass our attachment to gender, race, and
the notion of (human) embodied presence?
I hope we will explore alternate methods of self-expression and use them to figure out what we are without our
bodies. Are we able to “be” as we walk down the street as
a fluffy cloud? We are more likely to go through a phase
where, obsessed with external confirmation of our identity
and aesthetics, we will end up applying conventional norms
of aesthetics, perhaps even copying and pasting desired features from friends and strangers and stitching them together for an idealized sense of self. This will make the
new hybrid reality into the ultimate echo chamber of the
self. With virtual assets already being traded in gaming and
other digital platforms, a new economy of digital presence
is looming. If a CryptoKitty—a collectible digital asset creating a unique cartoonlike digital cat—was sold for a whopping US$170,000, what does it mean for the future value of
digital beings, modeled after real or imaginary humans?
Perhaps it is not a coincidence that, even in religious
scriptures, the creation of the human form was made in
God’s image, or imago dei. Perhaps it is a cultural indication
of the fact that even as we step into a new role as “digital
gods,” we are bound to create replicas of the human embodied self.
Free the (Virtual) Nipple
• A cultural reboot—Keep dismantling the biases embedded in our culture and manifested in media and
tech platforms.
• Design for change—Approach digital realities and
selves with a universal design lens, so we can develop
digital tools with varied aesthetics, body, gender,
race, and sexual paradigm.
• Space exploration—Create experiences that allow us
to explore deeper existing facets and new possibilities
of self, without them being based on comparative,
competitive, or monetary mechanisms.
• (Experimental) Digital becoming—It is time to be less
concerned with what we look like in digital space and
ask ourselves who (or what) we can become without
the constraints of the body and all the cultural load
and bias it brings.
If we follow these guidelines, we will be rewarded with
an incredible opportunity to fix broken paradigms as well as
spark a new cultural evolution.
I challenge you to use technology as a force for progress.
Figure 3. ECHO, 2017, an interactive installation by
artist Georgie Pinn. Image courtesy of the artist.
Let us create better tools that build the virtual futures that
we all deserve.
It’s time to break free.
It’s time to free the virtual nipple.
AUTHOR BIOGRAPHY
Galit Ariel is a technofuturist, author, and creative who explores the wild and imaginative side of immersive technologies and their impact on our cultures, behaviors, and
interactions. She is the founder of Future Memory Inc., a
speculative design agency; the author of Augmenting Alice:
The Future of Identity, Experience and Reality; and a soughtafter speaker featured at global conferences such as TED,
The Next Web, SXSW, Fifteen Seconds, Slush Tokyo, FITC,
The European Union, Bell Labs, and many more. Galit
earned a BA in product design from Central Saint Martin’s
College of Art & Design and an MA in design management
and innovation from Savannah College of Art & Design, and
is currently a PhD student at York University, researching
the intersection between technology and imagination. She
is a graduate research fellow in York’s Sensorium Centre
for Digital Arts and Technology, an RSA (Royal Society of
Arts) fellow, an IDSA (Industrial Designers Society of America) fellow, and a contributor to several think tanks such
as THE150 (which produced the Copenhagen Catalog: 150
principles for a new direction in tech).
ACKNOWLEDGMENTS
Special thanks to Lisa Talia Moretti, Georgie Pinn, Nancy
Baker Cahill, and Amy LaMeyer for sharing with me their
brilliant experiences, work, and minds for this piece.
Submitted: June 21, 2020 PDT, Accepted: December 14, 2020
PDT
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bodies) into the code, we need to challenge the wider perceptions of identity-via-embodiment. This is why independent studios and practitioners are vital for the future of virtual embodiment—creating a digital playground that is both
safe and experimental, outside technology’s dull, standardized, and self-celebrating monetization loop.
Alice Roberts is an anatomist, a medical doctor, and a
writer. In her “Making the Perfect Body” project (Roberts
2018), she imagines an alternate, post-human ideal of the
body. Roberts imagines elevating sensory abilities by reversing the retina receptors and creating feline-shaped ears
and new airway systems. She envisions rearranging and reshaping internal organs and bone structures and solving
the tricky childbirth mechanism with a kangaroo-like skin
pouch. Another example is the digital artist Georgie Pinn,
who explores new self-expression and connections to alternate selves via her immersive installations. Her award-winning ECHO installation (Pinn 2017a) morphs and merges
the image of the spectator with other individuals in the
audience, creating a hybrid identity. Pinn also works with
kids, enabling them to explore their ideas of embodiment
and presence via a collage-style interactive avatar, made
from found objects and old technology, such as in her Electric Puppet (Pinn 2017b) interactive installation. Her exploration aims to create a less binary, postcorporal experience, free from time, gender, and age. In a conversation
we had for this article, she frames her perspective toward
our virtual representation, stating that she aims to develop
through her work “avatars that are adaptable, and narratives people can be a part of. A space where the experience
can be truly shaped by the user” (Pinn 2020).
We can deliver new self-representations and broader virtual horizons, expanding the boundaries of the physical
with the endless possibilities the virtual space provides. The
virtual will fulfill its promise to liberate us (from ourselves)
if we ensure that it encapsulates the following:
Free the (Virtual) Nipple
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Free the (Virtual) Nipple
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