Episode 2 - Rabbit Holing: How Curiosity Gets Hijacked

Why recommendation systems quietly steer curiosity toward more extreme content.

Episode Overview

Most people have experienced the online rabbit hole. You open a platform to watch one short video or read a single post, and twenty minutes later you find yourself deep into a topic you never intended to explore. It feels natural – like curiosity simply leading you from one idea to the next.

In this episode of Fact & Friction, Sean and Harry examine why that experience is rarely accidental. Modern recommendation systems are designed to maximise engagement, and one of the most effective ways to do that is to gradually guide users toward content that is slightly more dramatic, surprising, or emotionally engaging than what came before.

The conversation explores why the traditional idea of 'filter bubbles' only tells part of the story. Rather than simply showing people what they already agree with, many platforms accelerate curiosity by nudging users along a chain of increasingly compelling recommendations. Understanding how this process works helps listeners recognise when curiosity is being quietly steered – and how to slow the process when necessary.

In This Episode

• Why online rabbit holes feel like natural curiosity rather than guided exploration
• Why the popular idea of 'filter bubbles' does not fully explain modern recommendation systems
• How engagement algorithms learn from watch time, clicks, and behavioural signals
• Why slightly more extreme or dramatic content tends to keep attention longer
• Simple habits that help interrupt the rabbit hole and restore deliberate choice

The Point of Friction

• Common narrative: The internet traps people inside echo chambers that reinforce existing beliefs.
• Underlying reality: Many recommendation systems instead accelerate curiosity, guiding users toward increasingly intense or engaging content because those pathways keep people watching longer.

Why It Matters

Curiosity is one of the most powerful drivers of learning and discovery. However, when engagement systems quietly guide that curiosity, the journey can lead somewhere very different from where the user intended to go. Over time, these recommendation pathways can shape what topics feel urgent, interesting, or important. Recognising the mechanics behind rabbit holing allows listeners to maintain the benefits of curiosity while retaining control over where their attention ultimately goes.

Listener Reflection

When you follow a chain of recommendations online, are you consciously exploring a subject – or are the recommendations quietly guiding your curiosity for you?

Next Episode

In Episode 3 we examine something even less visible: emotional A/B testing. We explore how headlines, images, and notifications are constantly tested to discover which versions trigger the strongest emotional reactions.