Sampling, a coin termed by Seattle author and relationship expert Romaine Masiah Williams, describes the secretive act of simultaneously engaging in both a primary and secondary relationship. Williams argues that while monogamy is still highly subsidized by society at large, the formal institutions that support strict fidelity (religion, government, marriage, etc.) are losing their credibility in the digital age. As a result more and more people are self-justifying Sampling behavior as a personal liberty. Ironically many of these same Samplers are being apprehended by the technologies that fuel modernity (such as mobile phones, social networking sites, etc.).