Minimalism versus full on social immersion and the electronic music artist

I have this theory I've been kicking around in regards to the complete reach and 6 degree's nature of the 2010 internets. It basically boils down to this: before the social phenomena, I had some sort of naive sense that everyone else was living a super mysterious and exciting life, and that I was the only one that had to deal with the doldrums of daily life. Thanks to the social network of your choosing, that particular bubble burst a long time ago. It's not to say I've realized that everyone else leads a boring life, far from it - but it has become the great equalizer in a lot of ways. And that round-about observation led me to the topic of today's drop: how do you promote yourself in today's internet/connected environment and are there any benefits to keeping yourself out of the public eye? There are several examples of artists and labels who have done things their own way - refusing to do the press tours, hiding out in their bunkers, mysterious and oblivious communiques that drop sporadically.... and you know what? The more minimalist and mysterious their releases, the more they built up their own personal cult of personality. No contact information - mysterious art that really didn't have anything to do with the title of the album or EP. No track names at all, just A1 and B1. Or  a series of numbers. Even down to minimalist website design. Contrast this then, to the 2010 method of promoting yourself as an electronic musician: set up the facebook page, interacting with your fans, creating video's and uploading them on youtube,  maintaining the twitter connection; the list goes on and on and on. I'll be the first person to say that connecting with fans of your music is a wonderful way to go - I will never forget the first time a cat bothered to write me an email telling me he'd taped all my old techno mix radio shows from Saturday nights in my university years and traveled with them to Japan one year. It can keep you motivated and going, especially in times where you just want to pack it in and say "I'm done with this music". But the flip side of this openness and immediate access to people is that you really don't have too much of an opportunity to build your own mystique. Unless you're the consummate actor or actress, who you really are is going to pop out in your blog writing (ahem), video's, press kits, online postings and so forth. That isn't necessarily a negative, but I think ultimately when you're dealing with electronic music, part of the mystique has always been that it was faceless; I believe that particular facet of electronic music is going away, aside from a few labels and artists maintaining the mystery. After all, how faceless can you be when faced with the mighty power of the architect? And if you are a new artist or label, how do you build up a sense of mystique without shouting out from the rooftop just to get noticed? Music drops in a blip of time on the blogosphere and forums. Here one day, gone the next. Records rarely have time to build and breathe. I guarantee you, there are at least ten incredible electro producers making music on the level of the cream of the crop of the electro scene today who are living in obscurity. It's human nature to head towards what we know - the top labels, artists, music shows or sites. Who's going to bother to listen to a new cat and help nurture them out of obscurity, other than nerdy music-obsessed DJs *cough*? From an electro scene perspective, Dave Clarke certainly does his part, but there's so much music coming and going, how can anyone keep up with it. Can you even start out brand new in 2010 and follow the cult of personality/ mystery path? Would James Stinson and Gerald Donald have the following they had if it hadn't been for UR? What do you think?