A decade ago, Leo would have waited for a TV guide or a movie trailer. Now, the knows him better than his best friend. Because he once paused for three extra seconds on a "90s nostalgia" post, his feed is now a curated buffet of retro-style indie games and synth-pop music.

For the consumer, this creates a sense of "homework." To watch the latest Avengers movie, you needed to have seen 20+ hours of prior content. This transforms entertainment from leisure into a form of labor—a completionist culture where validation comes from "getting the Easter egg."