I think it means increase usage of the thing itself, and I think it's a good insight. While there is a natural supply and demand curve, unscrupulous growth-focu

I think it means increase usage of the thing itself, and I think it's a good insight. While there is a natural supply and demand curve, unscrupulous growth-focused businesses optimize their products (unhealthy food) and services (gambling, social media, mobile games) for high levels of consumption (at least for a portion of vulnerable users), irrespective of harmful effects. It's the tobacco industry model reborn.