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So that's one problem: there are simply social size effects, that affect how people behave on a social media platform, so as the platform grows in adoption, how people behave on it will change. Usually not in ways that are thought of as for the better, because being a niche platform can avoid various social problems that can no longer be avoided as it grows.

The other problem I think is even more fascinating.

When a social media platform is founded, there are filter effects on who joins that platform. But as a social media platform grows, those filters – some of them – fall away.