Friction is signal. I recall I used to individually send snaps to like 30 friends each time, back before Snapchat invented Stories. I had to think a tiny bit,

Friction is signal. I recall I used to individually send snaps to like 30 friends each time, back before Snapchat invented Stories. I had to think a tiny bit, and put a tiny bit of effort, for each person. We lost that when people started posting to stories only.