That’s when they were in the “growing” phase, they used every tactic in the book, or even slightly off the book, to increase their numbers.
Now they’re in a “distilling” phase, where they can get rid of the unwanted 1% to end up with a 99% pure zombie base whose ad consumption won’t get interrupted by some undesirable critical thinking.
After they enroll enough ad purchasers or “content creators”, they’ll go into a “squeezing” phase, possibly after the IPO, where they will tighten the monetization mechanics in search of a balance between maximizing ad revenue and alienating advertisers… until they overtightened it, and go bust… only for another zombie-targetting platform to take their place.