What part of “viral” content makes platforms want to encourage its spread?

The Twttr prototype app gave me another feedback form today. It’s been my habit to complain, at every opportunity, about the trends page you have to engage with whenever you go to the Search tab. I feel a little bad for the designers and developers, because the beta is really all about how conversations on Twitter look and feel. Still, this feedback form was no different. Here’s what I wrote in the “Dislike” section:  I wish I could control the trends page.

It is the absolute worst part of my Twitter experience. It just feels… unhealthy. Like going through a grocery store magazine aisle. Sure, some of the headings are instructive or inspiring, but many are gross, irrelevant, or completely malignant gossip.

The experience is also invasive. Because trends are forced upon you when you intend on searching for something specific, and because they’re algorithmically-tunes to be as attention grabbing as possible, it’s easy to be distracted and forget why you even entered the search pane. I never explicitly consent to learning about celebrity gossip or US politics when I use Twitter. If I tap on some of those topics, it’s not because I want to. It’s because it’s malicious click bait. In turn, it’s corrupt to design an experience that drags the user through it repeatedly.

Sure, this content is viral. But shouldn’t we be inoculating against viruses, not encouraging them to spread?