There's a form of attraction to something that results in something akin to: "I like this so much that I want to have it for myself".
Then there's a different form that can develop instead, which results in: "I like this so much that I want to be it".
Sometimes one kind develops in the place where the other kind was supposed to develop instead.

there are so many people out there living such interesting lives. even the ones that i'd rather not live myself, they're interesting at least

The funny thing about companies manipulating the psychology of their customers is that it's a double edged sword.
It is less like a mastermind playing the masses like a fiddle, and more like two anxious neurotic parties stressing over eachother's response to their plays.
"This system is obviously riddled with psychological traps to trick me into giving them more of my money, how can I game this system?"
"Our users responded positively in some aspects and negatively in others to our latest change, what are we supposed to do now?"