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because the social media sites that do will outcompete once people get personal AI coaches that tell them to use technology that is better for them.

How is an AI posting on your social media better for you?

It's not, but token peddlers will say it is. It's good to interact with everything through buying tokens.

And how will a token peddler's social media company survive after the hype runs out?

People on LinkedIn who are trying to build their "personal brand" seem to favor it. In fact, that's basically all the platform is these days.