Instructions unclear. I clicked all the hearts!
Perhaps someone saw it on posts that are hugely successful and chose to use it on their own. I’m not one to judge, given some of my posts in my small publication could have used some love. So I can relate to a degree. Maybe we need more subtler ways to do it (Hell, there’s even a ‘guide’ to post a gif with a visual cue on how to click the heart. Can it get any worse? Hint: yes.)