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A user will only spend so much time on Facebook, and every post that Facebook feeds that user from someone they *want* to hear from is a missed opportunity to show them a post from someone who'll *pay* to reach them.

Here, too, twiddling lets Facebook fine-tune its approach. If a user starts to wean themself off Facebook, the algorithm (TM) can put more content the user has asked to see in the feed.

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