"This wasn’t the first time caprice was punished with viral outrage. Sacco’s tweet is just one of countless examples of provocative online behavior drawing a seemingly disproportionate social punishment. Why does this keep happening? Because the architecture of social media exploits our sense of right and wrong, reaping profit from the pleasure we feel in expressing righteous outrage. The algorithms that undergird the flow of information on social media are, like the sensationalist print media and incendiary talk radio that came before them, designed to maximize ad revenue by engaging consumers’ attention to the fullest extent possible. Or as novelist John Green puts it, “Twitter is not designed to make you happier or better informed. It’s designed to keep you on Twitter.”