It's addictive, based on what I've observed, mainly because of the pandemic we're experiencing... If people were actually able to go out and meet others in real life more and perform live (with less Covid risk) the deceptions on social media effectiveness and celebrity status would be more glaringly obvious... And app usage probably wouldn't be as high as it is.

The platforms have all been highly opportunistic upon captive audiences since the pandemic began, and they probably know their days are numbered I imagine.