Empty Internet Theory but its just the "Recommended For You" stuff that Facebook shoehorns in between the pictures of my nieces that I occasionally drop in to look at.

Its funny. When you go into some of the early Facebook history, Zuckerberg is exploring monitization options. He floats the idea of turning it into the kind of intrusive, obnoxious, ads-everywhere experience that had shown up on local news websites and the worst kinds of forum spaces. He (supposedly) rejects it, in pursuit of a more sophisticated kind of mass marketing. The theory being that this kind of invasive content scares away users, and what we really want is to maximize the user base rather than to maximize the monetary value of each user.

But ten years later, we're right back to a website that's indistinguishable from eye-ball gouging Geocities crap. The "put ads everywhere to maximize revenue" folks won out in the end. Zuckerberg's genius move was to simply hold them back until the website started hitting the post-one-billion user base load. But then this was always the end game. Just clickbait across everything, with a periodic pop-over ad demanding that you give the site money to save it from itself.