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There is certainly negative pressure on likes. For well meaning users, likes reflect what you like, which means they reflect you. In the case of Facebook, the platform also advertises what you like to others.

People are strongly motivated to look good in the eyes of others, so most people don't like everything, that's just creepy.

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Are you sure FB doesn't rate limit the exposure of your likes to uninvolved parties? I am too stingy with likes, but have fantasized about going bananas.

With Facebook, nobody gets your likes (well except for your friends, or any Pages you like).

You can, however, as an advertiser target people who "like" particular things but you don't find out who they are (unless they click off site and sign up for your service).

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