Here’s a social experiment that gets to the very heart of what the internet, and social media in particular, is increasingly being accused of - “it’s all about me, me, me…”

The buzzword of recent times has been “selfie” with all walks of life being seduced by the phenomenon. You run the full gamut of personalities indulging, from presidents to pop stars. And then, of course, there was that one at the Oscars, which became the most tweeted picture ever.

But why do we do it? Is it a bit of harmless self deprecation? Or are we actual seeking affirmation, or even judgement, from people we don’t even know?

At, a site put together by Ballantines, the Scotch Whisky company, they’re trying to find out.

You upload a selfie and you will get an honest impression from a load of other people who’ve done the same. You then get to offer your impressions of them.

They don’t say here what they’re going to do with the results, but if you’re game for a bit of scrutiny by strangers, and more than a few honest opinions, this could be a bit of an eye opener.

We look forward to seeing what they come up with.