Facebook’s early advantage in this work arose in no small measure from the simple fact that its founders and original designers were themselves adolescents and emerging adults. They designed practices for an imagined universe of adolescent users and college students, and those practices were later institutionalized for the rest of us, reducing the social world to a tally of “friends” who are not friends and “likes” that provide a continuous ticker tape of one’s value on the social market, stoking the anxieties of pre-adulthood and anticipating the mesmerizing social disciplines of the hive.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1423