I'm not so sure, a Skinner Box is designed to condition its occupants. Facebook cultivates a user's thirst for validation from other users. On a much, much smaller scale, Hacker News does it with the point system. That's not surprising, everybody is going for engagement. I disagree that every obsessed Facebook user is innately hooked on approval from others. Facebook pays the big bucks, has hundreds if not thousands of employees focused on this specific goal.