That depends on whether you want users or an audience.
http://www.niemanlab.org/2018/04/should-you-design-for-addiction-or-for-loyalty/
* design principle
* phones
* apps
* social media
* shown to extend
* B.F. Skinner’s
* variable rewards
* generating more revenue
* pull-to-refresh
* B.J. Fogg
* Nir Eyal
* Eyal put it
* wondered
* delivering unique value
* goodwill will extend
* Michelle Manafy
* Digital Content Next