Like window shopping with empty pockets. Start talking to the products and people will think you're weird.
If something is eye-catching and one does leave a response, another comes along to ridicule how much time was spent writing a comment, or something along those lines. I can't point to any studies but I picked something up along the way about how often intelligent individuals become targets on social media, due to their natural behavior, and tend to shy away from participating.
The constant scroll you speak of doesn't build one picture. Barrage of stimuli.
The act of reading is a constant, mindless scroll, forming one picture, or several pictures that belong together. Collage of stimuli.
At the end of the day, those platforms make a lot of money, by design, off the minds of people in a trance. If they stop to think, they're not window shopping.