Isn't there a documented phenomenon that attaching praise or compensation (likes) to a behavior people would do anyway (tweeting) will essentially grind that be

Isn't there a documented phenomenon that attaching praise or compensation (likes) to a behavior people would do anyway (tweeting) will essentially grind that behavior to a halt if the compensation is removed? Intuitively I can't imagine twitter's numbers are going to fare well if they're handing out a third of the dopamine hits that they were previously.