It seems like big tech companies live in a bubble where they think society is in fact an algocracy and everything is an engineering problem that can be solved with an algorithm.
Big tech companies are full of people acting rationally, seeking to maximise metrics that are easy to track and sound good, but have negative externalities that are hard to see or to measure.
It is a bit dystopian, but you can already see some of the adaptations, such as the very existence of SEO and its significant use by businesses.