The law of entropy describes how energy systems degrade from concentrated to dispersed over time. Petrol is burnt. Ice melts. Young people get old. Arguers get bored. Eventually, all potential is exhausted. To stimulate polarization, these platforms have to constantly inject new energy. They have to manage unreactive users into conditions of engagement. This might mean helping isolated individuals with common interests unite (producing subcultures), but can just as easily involve provoking disunity (integrating trolls).