Ian Bogost:

If Twitter does fail, either because its revenue collapses or because the massive debt that Musk’s deal imposes crushes it, the result could help accelerate social media’s decline more generally. It would also be tragic [me: tragic?] for those who have come to rely on these platforms, for news or community or conversation or mere compulsion. Such is the hypocrisy of this moment. The rush of likes and shares felt so good because the age of zero comments felt so lonely — and upscaling killed the alternatives a long time ago, besides.

If change is possible, carrying it out will be difficult, because we have adapted our lives to conform to social media’s pleasures and torments. It’s seemingly as hard to give up on social media as it was to give up smoking en masse, like Americans did in the 20th century. Quitting that habit took decades of regulatory intervention, public-relations campaigning, social shaming, and aesthetic shifts. At a cultural level, we didn’t stop smoking just because the habit was unpleasant or uncool or even because it might kill us. We did so slowly and over time, by forcing social life to suffocate the practice. That process must now begin in earnest for social media.