> Everyone now has the ability to go viral and make it big financially, so it does feel like much of our actions (even if that's not our goal) are shaped that way. A random person may not want to be a rich, famous Instagram influencer... but that doesn't stop them from acting similarly (posting photos for likes).

This is a good point. Though I think I'd phrase it as: the ubiquity of the revenue streams means all behavior plausibly looks like profit seeking behavior. I don't mean to be nitpicky, but I think the problem or danger lies in the effect it has on the observer, rather than the actor. To me, it's not so bad that someone might engage in profit seeking, as a little treat or way of life, but that this seems indistinguishable in social media means I engage skeptically to what could be genuine social behavior. "The only winning move is not to play" if you want to avoid being a pawn in someone's profit game. But this comes at the cost of killing the social game, the reason I'm on the app to begin with! Of course, I could just log-off; but also not playing the (profit) game could mean ignoring goal, while still making moves in the social game.