The pursuit of convenience is a defining characteristic of modern life, fueled by apps, artificial intelligence and a relentless drive for efficiency. But a counter-current is emerging, one that suggests a deliberate embrace of friction – of choosing the more challenging path. This trend, dubbed “friction-maxxing,” gained traction at the beginning of 2026, and its rise reveals a surprising connection to the language and ideologies of online spaces often relegated to the fringes of the internet.
Friction-maxxing, at its core, is about intentionally adding difficulty to daily routines. It’s opting for a handwritten letter over an email, a physical book over an ebook, or navigating with a map instead of relying on GPS. The idea, as popularized by a January 2026 essay in The Cut, isn’t simply about rejecting technology, but about rebuilding a tolerance for “inconvenience” – or, as the author argues, the natural complexities of being human. But the adoption of the suffix “-maxxing,” borrowed from internet slang, points to a more complex story: the unexpected assimilation of terminology originating within incel communities into mainstream discourse.
From Gamergate to “Maxxing”: A History of Online Language
The use of “maxxing” isn’t new. It’s part of a pattern of online slang evolving and, sometimes, migrating from insular communities to broader usage. This phenomenon isn’t unique to the current moment. The word “woke,” originating in African American Vernacular English to signify an awareness of social injustice, has undergone a dramatic transformation in recent years, becoming a pejorative term frequently used by political conservatives, as reported by The Independent. This shift illustrates how language can be co-opted and redefined within the context of culture wars.
However, the current trend of “maxxing” has deeper roots in the darker corners of the internet. The 2014 Gamergate controversy, a harassment campaign targeting women in the video game industry, served as a breeding ground for reactionary anger and a specific type of online language. This period, as detailed by Wired, exposed a network of anti-feminist websites and forums collectively known as the “PSL” community – PUAHate, SlutHate, and Lookism. PUAHate and SlutHate are no longer active, with PUAHate shutting down after the 2014 Isla Vista killings committed by Elliot Rodger, a frequent user of the forum.
The Rise of Incel Terminology
Lookism, the only remaining forum of the original PSL trifecta, is where the “maxxing” trend likely originated. The site, focused on physical appearance and perceived social hierarchies, popularized the term “looksmaxxing.” Borrowing from the role-playing game concept of “min-maxing” – optimizing character strengths whereas minimizing weaknesses – looksmaxxing refers to attempts to improve one’s appearance, sometimes to extreme lengths, such as the dangerous practice of “bonesmashing,” described by GQ as attempting to reshape the jawline through physical force.
The 2010s saw the development of a distinct lexicon within these online spaces, reflecting a Darwinian view of social interaction. Terms like “AMOG” (alpha male of the group) and “mogging” – a display of physical dominance – became commonplace. Idealized men were labeled “Chads” or “Gigachads,” while women were often disparaged with dehumanizing terms like “female humanoids,” “femoids,” and “foids.” This language, born from a sense of grievance and social isolation, began to seep into wider online culture.
“Maxxing” Goes Mainstream
The adoption of “maxxing” into mainstream vocabulary, as seen with “friction-maxxing” and other variations like “sleepmaxxing” and “proteinmaxxing,” demonstrates the porous boundaries of online language. While the origins of the suffix are rooted in the specific context of incel communities, its current usage often lacks that baggage. It’s a testament to the viral nature of slang and its ability to mutate as it spreads.
However, the appropriation of this language isn’t without its complexities. The original intent and connotations of these terms are often lost or ignored, potentially normalizing language that was once used to express misogyny and social resentment. As Kathryn Jezer-Morton’s essay in The Cut suggests, the appeal of friction-maxxing may lie in a desire to reclaim agency and challenge the relentless pursuit of convenience. But it’s crucial to acknowledge the origins of the language used to describe this trend and to be mindful of its potential implications.
The continued evolution of online language and its impact on broader culture will undoubtedly be a subject of ongoing discussion. As new trends emerge and existing terms are reappropriated, understanding the historical context and potential consequences of these linguistic shifts will be essential. The next step in this ongoing story will likely be observing how the use of “maxxing” evolves and whether its connection to incel ideology remains a point of contention or fades into obscurity.
What are your thoughts on the trend of “friction-maxxing”? Share your perspective in the comments below.
