The strongest evidence for friction does not come from a lab. It comes from WhatsApp. When the company limited highly forwarded messages to one chat at a time, it reported a 70 percent drop in viral forwards worldwide. Digital Trends Seventy percent, from one small design change, with no posts removed and no accounts banned. The outrage merchants will tell you friction is censorship. WhatsApp proved it is plumbing. Slow the pipes and the flood recedes. Every platform that refuses the same fix for its own feed is telling you the flood is the business model.
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