Usability Guru Krug Warns: Social Media Is Ruining the Internet

Steve Krug, author of Don't Make Me Think, calls social media the worst thing that's happened in roughly four decades, arguing that frictionless design isn't itself evil but is exploited by bad actors to maximize engagement. He envisions a healthier social network—limited to about 100 followers, with discovery limited to search/subscriptions rather than a highly curated algorithm—so it remains useful rather than addictive. Krug notes AI could worsen usability and addiction, and, while the internet has become smoother in many ways, essential tasks still lag in accessibility. His enduring UX philosophy continues to influence designers, even as he laments the current direction of social platforms.