It feels nice to feel wanted and equally bad when you don’t feel wanted, even if the matrix through deciding you’re unwanted is literally “the numbers are the same or slightly lower than before.”
I personally (and presume others do too) find myself adding way too much stock to people’s willingness to do these things naturally - if someone doesn’t retweet something, it’s a split-second decision likely based on whether it immediately made them laugh or happy, or resembled something they deeply care about. That split-second decision is genuinely meaningless to them - they can (and will!) move on almost instantly. Still, in the grand scheme of content, these minor social media moves are so significant to people in such an outsized way that I believe drives them a little bit insane.
How Our Need For Attention Online Drives Us Crazy – Ed Zitron