I guess it's obvious, but haven't really thought about this. Back in the day we had media companies and advertisers. Magazine publishers/newspapers/TV Studios on the one hand and the Leo Burnetts/Ogilvy/Wieden+Kennedy on the other. There was always a tension between what advertisers wanted and what creatives wanted. The studio/publishers knew that bowing completely to advertisers was a fast track to making crap and the advertisers knew they needed to remind the publishers that they are only as good as their audiences.

With Meta we these have more or less merged. It's not really clear now who the customer is. They need to attract both eyeballs and money. I'm not sure what the long-term consequence of that is, but my hunch is it leads to accounting and advertising winning since they actually generate money. And the result is junk creative.

It would be if it suddenly became popular and they could show more ads to people for using it.