I see a distinction between like/dislike buttons, which a user chooses to engage with, and things like instrumenting the time a video plays on screen before the

I see a distinction between like/dislike buttons, which a user chooses to engage with, and things like instrumenting the time a video plays on screen before the user scrolls past. The scrolling is an interaction, but it does not constitute a voluntary choice to give feedback because you scroll regardless to see more content. Measuring the amount of linger time on content is an incredibly powerful signal precisely because it is subconscious. It’s the difference between giving someone a like/dislike button and wiring up a heart monitor to see what causes faster heart rate. One is voluntary - intentional, if that makes it more clear - the other is involuntary - just an artifact of using the app which can be measured but which is unintentional. I don’t believe we should be measuring lizard brain responses and using them to serve up content. Let people make conscious choices instead.