A frictionless life is also a life without traction.
At the expense of letting metaphors run wild, the rethink suggestion is that not all forms of friction are undesirable.
Certain forms of friction are absolutely essential to acting and maneuvering in the world. A frictionless world would also be one in which we would feel ourselves unanchored and afloat, perpetually propelled by forces we have no power to resist. That seems already to describe the feel of everyday life for many.
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