The network effect proposes that the value of goods or a service increases as more individuals use the goods or make use of the service. The network effect is the challenge to a new service that is similar to a large existing service. This can be the case even when the new service has the potential to be superior to the existing service. When a service leverages the contributions of those who use the service, the network effect is particularly powerful. The infrastructure provided by wt:social and effort to avoid surveillance capitalism may not be sufficient to overcome the user base and the content generated by these users on Facebook. This is why WT:Social struggles to compete with Facebook and new users of WT:Social struggle to attract participation.