[hetman]

What's interesting to me here is the impact the right naming for a feature can have.

I think "circles" as in "circles of friends" would be intuitive to most users. Probably because the concept corresponds to how people already organise their social groups anyway.

An "aspect" on the other hand focuses not on the who, but on how you present your self. I think this would be much more obscure for most users to get used to even though the end effect is basically the same.