A squirrel dying in front of your house may be more relevant to your interests right now than people dying in Africa.
They're keeping up with their friends and family, but they're also building an image and identity for themselves, which in a sense is their brand. They're connecting with the audience that they want to connect to. It's almost a disadvantage if you're not on it now.
This is a perverse thing, personally, but I would rather be in the cycle where people are underestimating us. It gives us latitude to go out and make big bets that excite and amaze people.
People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people–and that social norm is just something that has evolved over time.