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It is psychological gravity, not technical inertia, however, that is the bigger antagonist of the open web. Human beings are social animals and centralized social media like Twitter and Facebook provide a powerful sense of ambient humanity—that feeling that “others are here”—that is often missing when one writes on one’s own site. Facebook has a whole team of Ph.D.s in social psychology finding ways to increase that feeling of ambient humanity and thus increase your usage of their service.