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When Houseparty was at its most vulnerable, Facebook came knocking. Fidji Simo, head of Facebook’s video efforts, contacted Mr. Rubin, according to people familiar with the contact. She wanted to talk about live video, the people say. It was the first sign Facebook was scrutinizing Houseparty. Mr. Zuckerberg is sensitive to anything that might disrupt Facebook, even the teeniest startup, say current and former executives and employees.

Houseparty, which has one-million-plus daily users, compared with Facebook’s 1.32 billion, is determined to beat Bonfire, he says.

In other words, if people have a question, they will decide which webpage to go to based on (1) how likely it is that the page will provide an answer to their question, and (2) how long it’s going to take to get the answer if they go to that page.

In layman terms, information foraging explains why people don’t scroll mindlessly or click on every single link on the page: because they attempt to maximize the rate of gain and get as much relevant information in as little time as possible.

Here is what Americans are most likely to want in social media: Platforms present content chronologically, displaying posts in the order they were published, with the newest posts appearing first. Platforms Verify users' identity, with users given the option to use their real name or a pseudonym. Human moderators verify the accounts of notable people, organizations, and businesses that meet certain criteria. User information either is always private (only visible to approved users) or is private by default (with the option to make it public). Human moderators identify and remove content that violates a platform's terms of service. Users also have the option to report such content for removal. For revenue, companies rely on advertising and e-commerce rather than subscriptions and sales of user data to other parties. Users have a dedicated space to explore new content and are being provided with personalized recommendations, trending content, and the ability to follow topics via hashtags. Users have the option to comment on, react to, and share content, as well as the capabilities to join groups and send private messages to other users.