Why your rivals are smiling at you

No one succeeds online by screaming “read me everyone!” Instead, we all act as though we are simply being sociable, sharing our thoughts freely, almost as though we were being generous rather than self-serving. We retweet and share the posts of others, not only because we find them genuinely interesting, but also because we know that is what cooperatition needs: its the cooperative side of the competition for attention.

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