By the fall of 2005, fully 85% of American college students were members of Thefacebook and 60% returned to the site daily.38 Ninety percent logged in at least once a week.39 What product or service in any industry got used so obsessively? Parsing the server logs, Zuckerberg and the others could see user behavior that they termed “the trance.” Users would log on and then click and click and click and click, browsing people’s profiles for hours at a time. “Wanting to look people up is kind of a core human desire,” Zuckerberg said around this time. “People just want to know stuff about other
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