Meta is entering its AI era (please ignore the company name, reflective of the last time it went all-in on an emerging technology), and it has a pretty clear playbook in mind: a cuteness honeypot . Its latest installation in the “what if we disguised our latest tech with an unassuming little mascot” is a Tamagotchi-like pet app called Waddle World .

The game that maybe isn’t really a game puts users in charge of a 16-bit pet. To keep it happy, users are encouraged to talk to it, which is where hidden layer number one comes in. Waddle World is not really a pet game—the creature users are put in charge of won’t die if they are neglected, as there is “no pressure, no streaks to protect, no score to chase,” per the app description —but instead a digital journaling app meant to get users talking about their day.

The pet is presented as a confidant who listens to users describe their day or asks specific question prompts, and writes it down for them.…