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Certain behaviours trigger the release of dopamine, the ‘pleasure’ chemical in our brains. Dopamine is used by marketers and product designers to form consumer habits, to make things stick. It's why Instagram withhold notifications to make you think your picture fell flat before sending them all, as a ‘group’. It’s why Tetris grows in difficulty and rewards you for crunching more lines than ever. It's the connection between the cognitive pleasure and the motor function, the swipe, that makes the feedback loop of swiping so appealing.