Endogenous factors are addressed in the paper. Nothing personal, but I'm getting
so tired of people on HN saying 'well, maybe they made an elementary statistical mistake...' They're professional statisticans working with a large and robust dataset,a nd they devoted 6-7 pages of the paper to discussing how they controlled for such factors. And they brought up your exact point in the very first paragraph of that discussion:
[...] In particular, while the effect on well-being has been largely explored in the case of face-to-face interactions, we do not have conclusive evidence about the endogenous relationship between online interactions and well-being. This weakness suggests caution about the generality of the results provided by previous literature. Individual effects such as personal characteristics may be correlated with both participation in SNSs and well-being. Happier people may also be more outgoing and open-minded, and may have a higher propensity for various kinds of social interaction. [...]
It's fine to be skeptical, but couldn't you at least do the authors the courtesy of looking at their methods and pointing out where you think they fall short?