Social media knows how to play the game. It knows how to keep the herds hungry, happy, and most importantly loyal to the system. It strikes where it matters most --into the heart and mind of users. Poking the ego of 'self-worth', counting likes of social acceptance, sharing ego driven personal stories or unmattered opinions to get more and more attention and standout above the rest of the flock. Everything is a contagious fabricated reality that could be a slow poison to a naive.
The bigger picture is it doesn't matter that much because that's the purpose of the business and it is sure succeeding. But we all have our own choice, we can use it either to advantage or disadvantage. Still, somehow it is fortunate for us present generation that we are now living in a complex system that makes things simple, it will keep on progressing and we must keep up so we can enjoy the minimum substantial benefits. I think we just need to understand the rules and we'll be OK.