Echoing what everyone's said here, but the button is annoying, intrusive, and absolutely unnecessary. I was only able to even open the game for long enough to see it pulsating at me before noticing my game is now COMPLETELY broken and unplayable; social menus will not appear for me at all, in any save file that I actively play.
I have never seen a "feature" so universally hated by the community in all my years of being a simmer. The greed of this corporation is unbelievable--EA is way too focused on being cash grabby instead of fixing their incredibly broken game.
