Social media reminds me of those theories in which the universe is supposedly expanding until gravity eventually catches up with it, growth stalls, and then it collapses upon itself.

Part of the huge appeal of SM is the idea that we can continue adding new connections. Individuals love this as they meet intriguing people and get the game-mechanism reward of an upward clicking follower count. Marketers love it because we dream memes can go viral, exponential, universal across the new threads among human minds.

But that’s all BS, really.

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