I bookmarked this post for a more thorough read. It's very informative. I think for some people, it's easy to get hooked when they usually find something new. If you tend to check your social media acct. everytime you're bored, there's a possibility that your dopamine level is getting low and you're already craving the appropriate trigger. As far as I remember from a video in this article, they have already isolated different sets of dopamine-release triggers for native hunter-gatherers and farmers. I guess popular social media appeal to people with "hunters' genes" because they're offered something new most of the time. I think it's all about finding exciting, unpredictable content. Farmers, on the other hand may check social media every day because it has become 'routine' with a particular purpuse, depending on the person's preference. This is just my deduction but still, they have a reason to stick around. That's probably why something goes mainstream. Scientists have studied how to appeal to the vast majority with different beliefs, genetic makeup and temperaments.