I saw an article a year or so ago about how the endless scrolling with no end is part of the problem, and locks people in an endless cycle of scrolling, scrolling, scrolling. Earlier platforms (like LJ, and I think even myspace) had a bottom of a page. We had to click "next page" to get to more content. It's the auto refresh that's getting people.

I do like the meme that some clever person created where it says, "you did it, you found the dopamine! You can stop scrolling now!"