This is kinda the deep down reason I still use it. I sort of passively compete with the friends that use it, especially when I'm traveling, since I get to check into a ton of new stuff. The list of friends that use it is _very_ static. It's been the same group for _years_ now, w/o a single new person (and I don't think anyone's dropped). We're not close friends either. All in all, it's a fascinating experience in that regard.