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Social media that attracts people then attract *more* people - the more people there are on a service, the more reasons there are to join that service, and once you join the service, you become a reason for other people to join.

Economists call this the "network effect." Services that increase in value as more people use them are said to enjoy "network effects." But network effects are a trap, because services that grow by connecting people get harder and harder to escape.

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