Some kind of convention
If you stood in front of someone and stared at them for a while, you made a connection where your face would be transferred to theirs.
At first it was a person who had some kind of deformity from an accident, and needed a new face. My face became theirs. It didn’t quite look right, but was better than what they had before.
Later it was just transferring my face to any random person I met. It only worked for certain people, and I didn’t really have control over it. Pretty soon most people had my face.
But they were all sort of a hybrid mashup of my face with their own – and everyone looked just a bit fucked up. Kind of like wearing a mask of my face but inside out…