Not sure of the heart of the problem as it may be the heart that matters. I tend to make a best guess it is appearances. Magic is "an attempt to understand, experience and influence the world using rituals, "symbols", actions, gestures and 'language". Further we learn "Modern Western magicians generally state magic's primary purpose to be personal spiritual growth". Magic the illusion "is a performing art that entertains audiences by staging tricks or creating illusions of seemingly impossible or supernatural feats using natural means". (Quotes from Wikipedia)
With the internet a great power is offered to partakers of social interactions with a common link - anonymity. Any person, a being of substance - body, consciousness, and soul (any personal definition is suitable) are an entity. That entity has a 'Self'.
With symbolic interaction the 'Self' is given meaning as having two components or elements.The 'Me' or the inner-Self, which is the objective self - person of substance and is not seen interacts with the "I" or subjective self, which is what is seen. When an interaction occurs between those two 'Me' leads 'I' while 'I' is what socially interacts. Or, only the 'I' of self is what 'another' is presented socially.
With anonymity upon internet interactions or the formation of an identity choices are made creating the anonymous identity, which may be viewed upon by the 'Self' as "now" more powerful. After all no other person in theory knows whom they are, which is a person of substance - consciousness, body, and soul.
One of those choices is the possibility of the 'Me' becoming more social with interactions through 'I'. Or, simply more of the 'Me' is revealed under the cloak of anonymity. However, not all persons will cloak themselves or they may choose how much of the cloak or when to use the cloak. That cloak offers protection through a magical process. The Magic of illusion could be prominent as trickery using natural means - symbols, which are words of language and their meanings. And, those meanings may not be agreed upon to the extent of controversial.
Many times this new 'Power' of anonymity is used for entertainment purposes both of 'Self' and too, socially. At times it simply is a baited hook tossed into the sea seeking personal gratification (A selfish act with some cause), dialogue, or is the 'magic' of the pursuit of personal growth (spiritual?) seeking learning. It could possibly be seeking like minded person's to befriend.