Infinite scroll was built to delete the "next page", the natural moment your brain decides whether to stop. No stopping cue means no off switch. That's the design working, not your willpower failing.

Most posts are forgettable, but every now and then you find something funny, interesting, or rewarding. Because you never know when the next good one is coming, it's easy to keep scrolling. Psychologists call this a variable reward system : the same principle that keeps people playing pokie machines.

Late-night scrolling, gaming, and videos can trick your brain into staying alert, making it harder to fall asleep and easier to wake up during the night.

The longer you scroll, the more ads you see. That's why many apps are designed to keep you watching, clicking, and coming back.