With a median age of just 28.8, India is one of the world's most youthful nations, and this demographic is fueling its digital expansion. WhatsApp, YouTube and Instagram are major players, with short-form video content like Reels and Shorts dominating engagement.The data suggests that for many in the West, the initial novelty and high engagement of social media are fading. Once users are locked in (due to network effects or switching costs), the platform begins shifting the "surplus" value away from them and toward its business customers (suppliers, creators, advertisers). Finally, with both users and business customers fully dependent, the platform exploits the business customers, clawing back all remaining value to maximize profit for its shareholders. Grassroots Advocacy organizations like the youth-led "LOG OFF Movement" are urging people to reject what is being called the “attention economy” amid a push to regulate social media companies, despite the major ones having burrowed their way into Washington DC and now allied with the ruling dispensation.