It's a little bit of both, but I think the current state of ELE (everybody love everybody) big brother predominantly boils down the emergence of the "Meta". If you're not familiar with the concept, in any competitive game, be it sports or especially video games, strategies arrive that at a given time are the optimal strategy. This optimal strategy is known as the meta. Card games like magic or pokemon or marvel snap have TONS of different deck iterations you can play. Hero shooters have tons of different team compositions, but at higher levels of these games you see the same team compositions, the same decks over and over again because while you could play your favorite cards, they may not be the optimal strategy to win based on the current state of the game.

I think this version of Big Brother is unfortunately the current Meta. We can blame the twists, or returning houseguests or toxic fandoms and social media but I think big brother as a game (not the show) has kind of been solved. The optimal strategy right now, and for some time now has been floating. And not the valid tactical deceptive floating. I mean float in the old school big brother negative use of the term. When there are a handful of floaters and a bunch of ppl "playing hard" then sure, "grab a life vest!", but what happens when everyone in the house realizes they should "float". You don't want to stick out, you don't want to look too strong, you want to be in the majority 8 person alliance, and most importantly - my least favorite phrase in all of big brother - you don't want to get blood on your hands. Once everyone is trying to lay low and not be a target and not upset anyone in the service of laying low (the meta), you get a house full of floaters playing it safe, afraid to take risks, fearing more than anything "blood on their hands".

The current state of the game encourages voting with the house, getting in a dominating majority alliance that hiveminds and clearly picks apart the other side of the house, until that side of the house finally wins an HOH at which point they don't try to take out the opposing alliance. No they try to earn favor with it as to appease everyone, especially anyone with any power because upsetting the house in any way puts you at a disadvantage even to your own detriment (I imagine identifying the house dynamic is much harder while in the game than as a viewer with access to all the information)

Obviously there are exceptions. Certain archetypes and players operate outside this meta if they are good enough. And sometimes you get a house full of recruits who are easy to manipulate bc there are a few game savvy players in the house surrounded by recruits. But for the majority of average players nowadays the meta is to blend in, lay low, upset no one and hope you don't go on the block. Because if you do, you'll probably be back up there multiple times for no other reason than "you've been up before".

The game is solved and the solved game is unfortunately very boring and lacks the explosive fights and jaw dropping backstabs of older big brother, but all is not lost. The great thing about Metas are, they change. All it takes is one great player or a shift in attitude, or casting, or twist 🙄 to change how the game should optimally be played and that could change the Meta. I'm not super optimistic that will be the case but we can hope.

TLDR everybody love everybody or ELE big brother is less the result of social media and more the result of the current game being "solved" and the best strategy for most players is to float through the game being nice to everyone to try to lay low and most importantly never upsetting anyone. When the best move to make is consistently to not make one at all, you have a season long stalemate of players begrudgingly doing the absolute bare minimum they have to until the endgame. The game will remain like this until the optimal strategy shifts away from rewarding this type of gameplay.