[ruytlm]

When social media companies are trying to make the media as addictive as possible to keep you scrolling and viewing ads, and employing psychological exploits to do so, it's not quite as simple as 'people can just choose not to use it'.

It's hardly a free choice when they're actively undermining your ability to choose freely.

[xboxnolifes]

Sounds like you agree with OP then. Content creators have the same motivation as the platform company. They want to make as many people view their content as possible, failing that they would like to make their exiting community see their content as much as possible. Exact same motivation just at a smaller scale, as they are just one part of the system.

[TedDoesntTalk]

See also gambling and addictive gambling behaviors in video games, like loot boxes