The problem is that favoriting has historically been associated with bookmarking. It is never really taken in the literal sense of the word online. Hearts/Likes

The problem is that favoriting has historically been associated with bookmarking. It is never really taken in the literal sense of the word online. Hearts/Likes does not work in so many situations. I won't heart something that is negative, but would have fav'd it as a bookmark. Heart/likes is only a marketing solution to go after new users. It's not the power users tool.