There has always been an inherent need to rank ourselves, and feel good about it or feel we can improve our standing. That's why sport all around the world uses league tables.
Humans growing up with social media feel poor and ugly compared to everyone they see online. So hopeless that it feels pointless to compete. Striving to move from bottom to second to bottom ain't fun.
Virtue signalling is the new game in town for all those who will never be attractive enough to be an influencer on YouTube.