I think whether it's addiction of media, drugs, or even Facebook, most people are aware of what they're doing. This notion that we're unaware of our addictions, that "denial is the first mistake" is all bullshit. People are particularly rational (in their own respective idea of what rational is) when it comes to addictions. It's just a cost benefit analysis. The cost is time and the opportunity cost of what we could be doing versus the benefit of being connected, consuming information (even social), or the high. How each of us weighs those options is a deeply subjective thing, but to say that we're not aware or that "we have a choice" to be producers, with that pedantic tone, is just wrong.