This document discusses public shaming on the internet and how shame functions rhetorically through technology. The author examines cases of individuals receiving online public shaming, like Justine Sacco and Adria Richards, and questions how search engines and social media help facilitate such shamings. The author considers shame and disgust from an evolutionary perspective, and how core disgust can be harnessed for social rejection. Overall, the document explores how technological aspects of social media reveal insights into the technological nature of all rhetoric.