Endless scrolling aids, but isn’t what makes a system addictive. Continuous relevance gamble “maybe the next one is good, or the one after” is the actual driver, and “I stop at this page” is a weak stopper condition. Not negligible (as proven by testing) but not the fundamental piece.
(Sigh) And what exactly does it show? What makes you think you interpret the statistics correctly?
It shows a correlation that suggests - at best - that certain design patterns decrease friction and increases duration of engagement, making system more captive. It does NOT show that those design patterns are captive (= are a problem) by themselves.
Have those mountains of telemetry ever included an experiment where the addictive component was intentionally not present or maybe even designed to be anti-addictive (next element becomes increasingly less likely to be interesting/relevant past some threshold, frustrating the viewer) but the endless scrolling remains, so we test on its presence alone? Ideally, with an engagement-optimized feed as a separate control.
I don't know of such experiments, so I cannot counter your point with a definitive proof. But your interpretation isn't a proof either - there are multiple factors and no control to tell them apart. Those mountains of telemetry didn't have a goal of isolating factors to determine their actual effect, they just had to optimize engagement, find the best combo that works.
If someone ran something like that - I'd love to hear about it, and what they show. I'm utterly confident (as someone who had dealt with various addictions) that it'll show endless scrolling would have mild effects at best (maybe just a bit longer engagement compared to classic pagination as telemetry suggests, but I expect it to pale in comparison to an actual addictive/engagement-increasing feed source logic).
https://www.slideshare.net/slideshow/design-for-continuous-e... - look for the slide 32.
Etsy ran A/B tests with and without endless scrolling. Same content source. Infinite scroll haven't produced any increased engagement: surprisingly, it decreased it - people searched less. Potential reason: it was a store, not a social media feed, the feed wasn't addictive in its nature (decreased relevancy, lower chances of finding something good buried down further and further) and the whole alternative pagination design didn't help at all. This is my interpretation, but c'mon - if you're appealing to the telemetry: here's the telemetry, how'd you explain it?
In the neighboring comment, I was mistaken in that it would still increase length of browsing a bit, turns out it was off-putting.
I'm not sure why you think this is a slam dunk. Fruity flavors increase the adoption of vaping because it tastes better, but that doesn't work when you apply it to broccoli. Doesn't mean we shouldn't regulate flavored vapes.
Vaping analogy is not perfect, as it doesn’t hold true in some aspects, but... Nobody makes vapes that go unpleasantly sour for a while after a fourth puff. But if they do we’d better not ban them from adding flavors, when the flavoring here does the right thing.
We’d still want to regulate vaping on other aspects (such as harm to health, which - unlike speech - doesn’t get protections), but that’s another, different story.