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It is growing and it is also addictive.

http://www.bgr.com/2012/02/06/facebook-and-twitter-are-more-addictive-than-cigarettes-or-alcohol-study-finds/

Plus it induces psychophysiological arousal. Whatever that means.

http://www.bgr.com/2012/02/08/facebook-addiction-explained-study-shows-psychophysiological-arousal-from-social-media/