You can also rule by utility and dependence. People don't just love FAANG, they need FAANG because they provide indispensable tools which yield vast utility.

You can also use addiction as a strategy to create dependence, but this is a strategy: users will inevitably realize there's more harm than good being done. It also means you're at risk of become a fad. I actually think Facebook's pivot from user engagement maximizer to social fabric platform reflects some internal awareness of the vulnerabilities of an addiction-focused business strategy over the long term.