... I guess it's also because I'm using Rails, so I'm already generating links via a helper function. So I wrote another, one line helper that does the wrapping. So that initial 90 seconds is amortized over every new Like button I add, because I use like_url rather than link_to.

Also, often like buttons are used on something like stories, so you're only adding the code to one template, and now you have tons of like buttons all over.