The problem, of course, is that mainstream social media platforms are designed precisely to create very specific externally-reinforced “habit loops”, ones that arguably come with significant drawbacks. Blogging, in my experience, comes with its own habit loops but they tend to be either internally-reinforced or the external reinforcement comes over a longer term than it does on social media platforms which move too fast due to a lack of friction. It’s basically irrelevant that Cal Newport “frets” (my word) that “the IndieWeb will not succeed in replacing existing social-media platforms at their current scale” because scale, a kind of quantity, hardly is as relevant a metric as quality, including simply the quality of one’s own experience.