A new phenomenon dubbed “Friendflation” is emerging, where friendships are strained not by a lack of effort, but by *too much*. The concept suggests that an increasing pressure to constantly invest time, money, and energy into maintaining friendships can ironically damage those bonds. This occurs when maintaining a friendship begins to feel like an obligation rather than a source of joy and mutual support. The relentless pursuit of being a “good friend” – always available, always participating, always spending – can transform closeness into a burden. Experts suggest that this pressure stems from social media's portrayal of idealized friendships and a broader culture of performative connection. Ultimately, "Friendflation" highlights the importance of balanced reciprocal relationships and realistic expectations in maintaining healthy friendships.