For me, it's the constant show of "I'm your friend" "were all friends". SS does it as well. Its such a sales tactic and it angers me so much. Pergola gate one example. She asks fans opinions to boost engagement when she does not give 1 care what her fans think of what pergola design to go for. She's already chosen it! If she was your real friend she wouldnt keep you hanging till peak engagement time of 7pm to announce a pregnancy, house move etc. A real friend would come out and tell you and her vulnerable fans fall for it everytime. That I think is cruel and demonstrates perfectly how these influencers work