The document discusses how social media and technology are making humans more social and helping fulfill innate social needs. It argues that brands and social media fill the "friendship gap" created by modern cities that limit natural social group sizes to around 25, whereas humans' neocortex is adapted for groups of 150. Social media allow "mobile grooming" and gossip that were important for bonding larger ancestral groups and helped language evolve. The future will see more "social consumption" using collaborative models online and offline to meet social and altruistic needs in win-win ways.