Yeah. I totally get the benchmark stuff, like I'm not where I should be/want to be in terms of life. It makes me feel guilty and inadequate.
Now for a brief nerd rant by request (seriously, don't read this if you're not interested):
Computer code, like maths, is amoral. Something is either a 0 or a 1; that is just the way it is.
Computer programs, on the other hand, are designed to do a particular thing. The more successful they are at doing this thing, the 'better' their developers (and their users) think they are. Self-replicating code, algorithms, self-optimisation in code, is the program filtering itself according to what we tell it to do - essentially, a riff and repeat. It's a bit like those kid's games where you start with a rhythm that you have to remember, and everybody has to tap the sequence and add their own.
Social media platforms are designed to be engaging, and addictive.
As a social media programmer, your bosses literally could not care less about your code or your finesse or your targeting. All they care about is results, and results to them come in the form of numbers. This is what you point to at work as a performance indicator.
Pageviews are a pretty neutral measure. What employers care about is your 'engagement' - likes, reposts, comments.
Facebook works not in spite of the fact it's addictive, but because of it.
Interestingly, it's been proven that people will give over a lot more data to a computer program than to an actual person. And we teach the programs to mine more data, to mine better data, to predict what someone will and won't be interested in. If FB is turned on and it has location data, it will know where you went for coffee and what time you did it, even if you don't post about it. Even if you don't put in your address, it can map where you're likely to be, because it knows where your friends are and where you go to do things, as well as demographic information.
The code to draw inferences is quite smart: you went to a coffee shop at 3pm. It doesn't know you bought a coffee, or if you went there for a good backdrop for a photo of your pet rock, but it uses common sense and demographic information to guess that you were probably buying coffee. (Unless you are very active in the pet rock community. It may figure that you bought one for your pet rock, if no one's bothered to tell it that rocks don't drink coffee. It doesn't "know" that they don't, until someone tells it so. It would probably be able to infer that the rock is a 'pet' and 'pets' don't drink coffee, but I digress).
Because computer code doesn't have a consciousness, it can't determine that it's creepy and wrong of it to be logging your every move.
When it shows you an ad for a cheaper coffee special offer near your work at quarter to three the next day, and you click it, it reinforces the program's behaviour (it thinks: yes I is good program, I do this again!)
Now, as a programmer, the more clicks you get, the better your programs are working. You show your boss, and your boss goes, "yes, you are good programmer! Make it do that more!"
And there you go, a replicating system based on how effectively you get people to engage, based on buttons that they click.
We actively have to teach our programs not to be sexist and racist. They 'learn' that women like a certain thing, or that the word 'secretary' is more associated with women and the word 'doctor' with men, and do things like lock a woman with the title Doctor out of the female change rooms at her gym (yes, this happened).
In summary, code is amoral, programs are biased, programmers need to point to click statistics to show their bosses that they're doing well, and Facebook is a replicating system without a moral conscience, so it cannot be good or evil, it can only be effective or ineffective.
And rocks don't drink coffee.
(End nerd rant).