Filters are like masks. 

We use them to hide. 

We pick them to accent certain qualities and hide the flaws we don't want them to see.

We choose the one that makes the picture stand out more or make it beautiful, and isn't that what a mask does?

A mask hides the true you.

We're ashamed of the true us, so we hide behind beautiful masks that we believe people will accept.

We all wear metaphorical masks through our days. Whether it's just to get through our day, or to pretend like we're okay when we're clearly falling apart, or when you're scared.

You can act like you don't wear a mask, like you're some big open book who wears their heart on their sleeve. But if you do that then you're wearing the mask right now.