We used to think it was fun—figuring out algorithms, gaming the platforms, and watching engagement spike like magic. Social media felt like a revolution in connection, but over time, it became clear we weren’t playing the platforms—the platforms were playing us. What began as a tool for engagement has evolved into a machine of manipulation, prioritizing profit over truth, mental health, and even democracy. Now, as we enter Web 4.0—an era of surveillance and control—I find myself at an ethical crossroads. I can no longer justify my, or my company's, role in this ecosystem, which is why I’m making the difficult decision to walk away from social media management—not because it’s bad for business, but because it’s bad for all of us.