From the interview: "When visitors search for something on the website, there’s a small pop-up that jumps out and offers you to “like us while you’re waiting”.

From the interview: "When visitors search for something on the website, there’s a small pop-up that jumps out and offers you to “like us while you’re waiting”. That’s an artificial delay. We can return results in milliseconds. The pop-up and delay was my idea just to collect more likes." This is something I'd never considered before—I'm surprised more sites don't take this tactic for other (genuine) searching/loading delays.