This straightforward product is enhanced by one critical element: the user profile. The user profile enables each product user to feel as if they have the ability to create something they "own," something they can personalize and develop in the manner of an RPG character, using metrics as simple as the number of followers, likes, and overall subscribers. Users join, read content published by their friends or recommended by the network engine, and contribute new feeds. The more content published, the more traffic the network generates, which eventually leads to the final aspect of any social network: traffic-generated revenue. Anyone who has launched Youtube at least once is aware of how social networks make money: primarily through advertisements that are perfectly tailored to a user's activity history as determined by browser cookies or any action performed within the network. If you've recently discussed or spent an excessive amount of time staring at a picture of a new laptop on Facebook or Instagram, you can anticipate seeing a slew of promo-feeds for the latest laptops on the market. You can expect to see YouTube commercials for hiking equipment if you recently searched for weekend mountain trips. At first glance, the business model described above appears reasonable; however, upon closer examination, it becomes clear how dangerous it is for its own users.