How "frictionless" is killing its darlings

One of the next hypes in social media will be frictionless sharing (see, e.g., Polle de Maagt). Whereas traditional sharing is fun and social, but cumbersome or time-consuming, frictionless sharing implies automatic sharing activities. In fact, lots of social network users are already sharing frictionless. For instance, with an automated link between LinkedIn or Facebook and Twitter, or with an automated Spotify sharing on one's Facebook account. Marketers now seem to massively dig into the frictionless idea, presumably because the less cumbersome sharing could increase eWOM (electronic Word-Of-Mouth). Or maybe they are just creating future job opportunities, because frictionless sharing might, in the longer term, kill a lot of the appeal of social networks to marketers.