must everything focus on social media

I was browsing through Duke University’s Digital Collections and came across a project of theirs called The Urban Landscape, It’s visually unappealing and currently going through a redesign. Here’s the beta of the new site: One of the biggest changes appears to be the addition of like/dislike buttons and a comments section. Is this new presentation really necessary in the research community, or is it an attempt to gain broader use/interest? As part of the library community, how do we feel about this social media-esque platform gaining prevalence? And as part of the academic community?