I think the point is there is a romantic ideal of building product first, just make it cool, no ads, don't focus on revenue. If you need cash, raise a venture round.

But that actually puts a lot of strange stresses on a company, because the need to find a exit for a multiply of the money they raised.

In this case, the company figured out how to monetize and attract users, but not retain them (a lot of churn). Now they are trying to build a stickier, more engaging product.