As a member of western society, I feel as if "we", the western world, are always on. One might wonder, what does he mean by "always on"? To me, being "always on" is to be stimulated by your own image. So for example Hillary Clinton and Vitaly Zdorovetskiy ("Vitaly"); both have quite a following in the western world. Of course, Hillary is the democratic nominee running for President, who sports a questionable past, and has the need to always be on. On the other hand, russian immigrant, Vitaly, might be the most popular YouTube sensation in the history of the search engine. Vitaly, is known for streaking during the NBA Finals, and other countless prank videos on YouTube.
So, is there a difference between being fake and "always on". I don't think there's a definitive answer. When watching Vitaly's videos' on YouTube, we see a charasmatic personality that appears to be real - no fluff; he doesn't have history to analyze. Whereas, Hillary appears to be more fake than anything, as she tries to cover up her sketchy past regarding confidential emails.
In the below picture, Hillary, appears to be "on" looking presidential and telling the American people how "strong" and "honest" she is. Moreover, Vitaly appears to be living the life of a twenty something Youtube sensation - partying with house music star, Steve Aoki and others. This appears to the real Vitaly. I think history plays a major part in being "always on". Without history, one can only assume the present.