Its because these platforms' algorithms prioritize 'engagement' rather than anything meaningful.

Clicking, liking, sharing, commenting, loading more, moving the feed down.

These are implemented inside the algorithms. Everything for increasing 'engagement'.

So it ends up being a hollow gamificiation - scroll, see a few more entries in your feed, click like a few more times, scroll down - without doing anything meaningful.

All for the sake of the execs, product managers and vps of these corporations being able to tell majority investors about the great performance improvements they made, in a form which the investors can understand.