> I have this theory that they've noticed that the platform is being used less and less, and is why we're getting so much ads mixed with our friends' posts. They're milking the cow before it dies.

Um, no. Facebook remains the most popular app in the United States with a comfortable lead. It's surpassed only by its own Whatsapp and Messenger globally. I think I read that in terms of time spent in an app, Facebook still beats Whatsapp, but I can't find the stat right now. Facebook just crossed 2 billion MAUs this year.

Its advertising revenue grows at close to 50% a year. Obviously part of that is showing more ads per user, but it's also growth in app usage. I'd say the cow keeps sprouting new udders and they are feverishly trying to keep up with attaching the pumps.