This is not a new phenomenon. The easy access to information and social interactivity through the internet just makes it all more obvious than ever before.
In the end, we are all ignorant narcissists doing our best to enjoy life. People care about relatives and close friends because it makes them feel good, while not supporting them will make them feel bad about themselves. (Not to mention the direct losses of close social interactivity.) Humans are sympathetic by nature, after all. To different degrees, yes, but it's always there.
For the same reason some people refuse to 'gain' from others' suffering: If the fear of feeling bad afterwards outweighs the expected amount of 'gain', people will decide not to do it. That's why people who are less sympathetic towards other humans and other living beings sometimes will not hesitate to hurt others in exchange for things like money and power. The narcissist inside all of us want to feel as good as possible after a decision is made, no matter who we are. And Facebook does nothing but expose this narcissist more clearly than ever before.
And yes, we are all "idiots in the big picture" since we use the (always lacking) knowledge that we have to please ourselves (either direct or through pleasing others) as much as possible no matter what that knowledge actually consists of.
Or at least that's my ignorant view of things.
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