It's also bananapants because social media sites are, in my experience, very bad at recommending to me things I might like based on an algorithm. For years the twitter account under my legal name constantly recommended me tweets about Criminal Minds, a show I do not watch! I looked in the settings to see what else it assumed I was interested in, and apparently I had been profiled as someone interested in sports. And instagram constantly tries to show me reels on things I could not be less interested in.

I think it's a move in general towards targeting the kind of users who are very intensely addicted to a service and what it serves to them and away from casual users, as well. Which seems ill-advised from a serving ads point of view.