As an engineer at Facebook, where he worked for about a year between 2007 and 2008, Rosenstein created the "like" button. He's said it was "wildly" successful and led to large upticks in engagement.
He's since spoken out against social media and the like button that he created, which he called "bright dings of pseudo-pleasure." In 2017, he told The Guardian that he sees a case for regulating "psychologically manipulative advertising," or "we will go rapidly into dystopia."
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