The ends justify the means? I'm not convinced that's a good rationale. For one, everyone thinks
their ends are the important ones so
of course they justify the means, even though no one else necessarily sees it that way. Again, I point at the thread with the discussion of gym membership cancelation practices. Of course the gym can justify that to themselves: it's better for the customer because as long as they're paying anyway they're probably going to use the service and become healthier people! Or even just: I like money!
There is an argument to be made that engaging in this metric-chasing behavior will invariably lead to worse content anyway. After all, if there was a lot of demand for the content being produced then such tactics shouldn't be necessary in the first place. Over time, the kind of content they produce could continue to regress towards the mean, which is garbage.