Volume and effort.
Likes and such are distracting as they are attract the wrong people (attention seekers) or give off the wrong impression (false flags). The former is very prominent against men, the latter is very prominent against women.
Volume exasperates both this problem and the problem of choice. There are so many choices for so little effort, people are drowning in it and not investing enough to feel attached to their choices. Where before you had to invest more time into an individual person and your other options where far more limited, now you have far more choice for less effort when you're on the winning side of the market.
Some poster posted a few sources one time on a similar topic regarding the importance of investment and how people will generally stick together when invested. It's the initial investment which is missing. The fact ghosting as a concept didn't just come into existence, but is so omnipresent among both sexes, speaks for itself.