But social media sites stay big thanks to high #SwitchingCosts: the more you have to give up to leave a social media site, the harder it is to go:

https://www.eff.org/deeplinks/2021/08/facebooks-secret-war-switching-costs

Nature bequeaths some in-built switching costs on social media, primarily the #CoordinationProblem of reaching consensus on where you and the people in your community should go next.

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