Popularity is attractive -- this is the formula underlying preferential
attachment, a popular explanation for the emergence of scaling in growing
networks. If new connections are made preferentially to more popular nodes,
then the resulting distribution of the number of connections that nodes have
follows power laws observed in many real networks. Preferential attachment has
been directly validated for some real networks, including the Internet.
Preferential attachment can also be a consequence of different underlying
processes based on node fitness, ranking, optimization, random walks, or
duplication. Here we show that popularity is just one dimension of
attractiveness. Another dimension is similarity. We develop a framework where
new connections, instead of preferring popular nodes, optimize certain
trade-offs between popularity and similarity. The framework admits a geometric
interpretation, in which popularity preference emerges from local optimization.
As opposed to preferential attachment, the optimization framework accurately
describes large-scale evolution of technological (Internet), social (web of
trust), and biological (E.coli metabolic) networks, predicting the probability
of new links in them with a remarkable precision. The developed framework can
thus be used for predicting new links in evolving networks, and provides a
different perspective on preferential attachment as an emergent phenomenon