I've never been one to follow much social media - certainly not the kind that is just a (almost certainly fake) presentation of a perfect life. Someone's highlight reel. But I did catch myself on the other side of this. I spent hours on some days baking or cooking specifically to flex on people with well-crafted photos of the finished food. I still enjoyed it, but once I realized what I was doing I started cooking much more reasonably difficult dishes - so I'm sure it was motivated by a wish to instill envy in others.
So I think I understand that side of the equation. But I had a more or less captive audience (a Slack #food channel). Can anyone speak from the side of the willing consumer? The avid subscriber?