One famous example of reducing friction was the invention of infinite scroll [e31]. When trying to view results from a search, or look through social media posts, you could only view a few at a time, and to see more you had to press a button to see the next “page” of results. This is how both Google search and Amazon search work at the time this is written. In 2006, Aza Raskin [e32] invented infinite scroll, where you can scroll to the bottom of the current results, and new results will get automatically filled in below. Most social media sites now use this, so you can then scroll forever and never hit an obstacle or friction as you endlessly look at social media posts. Aza Raskin regrets [e33] what infinite scroll has done to make it harder for users to break away from looking at social media sites.
I think the progress toward less friction has been good in the sense less of our time is wasted, but also paradoxically more time is wasted. With Appled ID and infinite scroll, becoming addicted to social media, and the more immediate the sense of dopamine, has increased the level of Pavlov conditioning.