The final and possibly most psychologically destructive, distortion of the social internet is its distortion of scale. This is not an accident but an essential design feature: social media was constructed around the idea that a thing is important insofar as it is important to you.

People often make faces, in private, in front of bathroom mirrors, to convince themselves of their own attractiveness. The ‘lively belief that an unseen audience is present,’ Goffman writes, can have a significant effect.

The final and possibly most psychologically destructive distortion of the social internet is its distortion of scale. This is not an accident but an essential design feature: social media was constructed around the idea that a thing is important insofar as it is important to you.

Even if you avoid the internet completely—my partner does: he thought #tbt meant “truth be told” for ages—you still live in the world that this internet has created, a world in which selfhood has become capitalism’s last natural resource, a world whose terms are set by centralized platforms that have deliberately established themselves as near-impossible to regulate or control.

It's because of the hashtag, the retweet, and the profile that solidarity on the internet gets inextricably tangled up with visibility, identity, and self-promotion.

The internet can feel like an astonishingly direct line to reality—click if you want something and it'll show up at your door two hours later; a series of tweets goes viral after a tragedy and soon there's a nationwide high school walkout—but it can also feel like a shunt diverting our energy away from action, leaving the real-world sphere to the people who already control it, keeping us busy figuring out the precisely correct way of explaining our lives.

But the appearance of a more level playing field is not the fact of it, and everything that happens on the internet bounces and refracts.

But lately I've been wondering how everything got so INTIMATELY terrible, and why, exactly, we keep playing along. How did a huge number of people begin spending the bulk of our disappearing free time in an openly torturous environment? How did the internet get so bad, so confining, so inescapably personal, so politically determinative—and why are all those questions asking the same thing?