Facebook was born out of the ego's lust for comparison. The first iteration was to have a site that compares two women and people can vote on how attractive they find them. Facebook was also born out of the ego's idea of scarcity. Zuckerberg took a business proposal from the Winklevoss twins and then locked them out.
With something being born out of ego, how could it be anything other than completely, and utterly tailored for the ego?
Make a post and then check to see how "valuable" you are. See a post by someone you are jealous of and notice how you feel - happy if they are down, sad if they are up.
How can anyone expect to move into Spirit if they keep feeding the ego? Delusion. That's how.