The wrestling mask is considered "sacred", so much so that the intentional removal of a mask is grounds for disqualification. If a wrestler is unmasked during the match their top priority is to cover up their face and usually gets help from people at ringside to hide his face. Most masked wrestlers wear their masks for any and all public appearances using the mask to keep their personal life separate from their professional life. Because of the mask most Mexican wrestlers also enjoy a higher degree of anonymity about their personal life. Some wrestlers become larger than life characters such as El Santo, one of the most popular cultural icons who always wore his mask in public, revealed his face only briefly in old age, and was even buried in his trademark silver mask.