You’re aimlessly scrolling through your feeds, minding your own business. An un-looked for stray data point catches your attention: a statistic, an anecdote, an image, a video clip, a chart, a meme … whatever. Maybe it’s not even from someone you follow. Perhaps it’s a tweet someone you follow has commented on, so it pops up for you. Or, out of curiosity, you click on a trending topic and inadvertently stumble upon it. But however it happens to cross your path, this stray bit of information sticks with you, like the after-feeling of a dream you can’t quite shake. The truthfulness or accuracy of the thing is not theoretically irrelevant, but may be practically so. Maybe it bugs you, discomfits you, troubles you, makes you anxious for a time, and then fades from memory. Or it lingers unexpectedly and becomes the first step toward a radical re-ordering of your worldview, for better or for worse.
The horrifying part here, for me, isn't that this experience is newly possible, but that the whole industry optimizes for it: maximizing engagement can mean pointing me to squint at endless Facetuned selfies, to contemplate the pros and cons of lip filler I've never seen on a real person in real life. That I have the opportunity to come across these synthetic faces isn't the problem -- it's that Instagram nudges me back towards them. What about your eyelids, it says. Look at this woman who used to look like you, but she fixed her eyelids. It can measure my pause, and that pause says to them that they should dig in more, and they do.