Social media's rapid rise to dominating modern communication is astounding. In the early days, platforms aggressively courted new users to build network effects and scale, attracting ever more users in a virtuous cycle. Less than two decades after the launch of Facebook ([[FB]]), social media users now total 3.8 billion across various platforms, amounting to 84% of the world's population with internet access.1 And those users are spending an astounding 2 hours and 24 minutes per day watching videos, chatting with friends, and posting their thoughts.2 But with most of the internet-connected world