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...Except his hidden side is hidden much deeper than anyone thought.
But after he's sober, he's back to normal stoic, quiet, loner, Bob.
Parodied: Bob acts sarcastically cheerful and everyone buys it then he turns to the camera and stated how he truly feels; nobody notices this.
Zig Zagged: Bob reveals deep sadness under a stoic mask, but then it is discovered that the drama was another mask and he really is not that upset under it all. Except Bob turns out to have been hiding his pain so deeply that even he was not aware of it.
Bob is always a cheerful guy. There's nothing tragic under his public face.
Conversed: "Wow, I wouldn't have guessed Bob was so messed up."
Implied: A lack of any emotional response to something horrific is the only indication that Bob is not as happily normal as he appears.
The man beneath the mask comes out and destroys everything he's ever worked for in one fell swoop.
Bob's friends are seriously hurt that he didn't trust them enough to reveal his true feelings. Worse, it turns out that Bob's inner personality isn't really the kind of person his friends want to hang out with.