There comes a time when a person chooses to burn down their current facebook profile and re-build an entirely new facebook persona. This might occur after a divorce, a nasty break-up, or even moving to a new town. It involves un-friending everyone they know, deleting all their pictures and starting all over from scratch. The old you goes away and the new you emerges from the flames like a Phoenix rising.
Boy, Don had a rough divorce! He lost his car, his house, his kids. He's moving to Florida and starting fresh. He even did a Facebook Phoenix and wiped out his whole online profile. He's looking to re-build his entire life.