It’s psychology. Many people press “kudo” or “like” button on social media not because they have positive feelings about the content. Sometimes it’s something else. And one doesn’t even have to care about that. For example, you may notice that if one uploaded two separate activities on Strava, a 2-mile warmup, followed by a race that may be a big PR. Someone gives “kudo” to the warmup at super slow pace and doesn’t to the race. Also, one’s posts on social media about some accomplishments that have real positive impacts on one’s life, such as promotion, new home, etc. may receive less “likes” than the posts about fooling around. Typically, those are from one’s “friends” but not friends.