Why you keep using Facebook, even if you hate it

The network effect is Facebook’s biggest selling point, and the root of many of its problems.

Before many people join a network, it may not be so useful. But the more people join, the more useful it becomes. That’s the network effect. Facebook is a step beyond that — it’s the network effect on steroids.

This is what makes Facebook so great: It knows everything about you! That’s also what makes Facebook so awful: It knows everything about you. And while its 2.13 billion monthly...

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