Facebook, and every other large social-networking and information-aggregation company, both convenes and intervenes. Indeed, it convenes in order to intervene. The platform is the conversation. To fully analyze online social dynamics, one has to attend not only to the tension between the group and the individual but between the platform and both the group and the individual. The problem is that whereas the group-individual tension is visible, the manipulations of the platform are invisible. With the publication of the Facebook study, the veil trembled. We all knew the veil was there — we all knew we were inside a Skinner Box — but suddenly we had to admit the fact.