The greatest feeling in the world is connecting deeply with likeminded human beings.

The worst feeling in the world? Being isolated from likeminded human beings.

So we conflate (a lack of) social media metrics with isolation or connection.

But the insidious part of social media is that it hijacks these basic human desires and inserts itself between us as if it were a necessary medium for that connection.

These companies want to make us believe that social media is like air.

But in reality? It’s more like cotton candy.

It can be nice, it’s mostly fluff, it’ll probably rot your teeth if you eat too much, and if you breathe it they’ll kick you out of the carnival for “causing a scene”.

Cough.