User and business priorities are aligned during the growth phase, when user acquisition is the most important thing for the business. Once there is a self-sustaining level of user activity and new signups, revenue per engagement becomes an increasingly important metric. At that point the user's priorities and those of the business are no longer aligned, and the company starts asking more of its users.

A third phase occurs when phase two is successful enough that competitors lose traction. If you can achieve a monopolistic position in your market, then you can stop asking for attention and money, and start demanding it. Pay up or else you don't get to stream music. Sit through more and longer ads with increasingly insipid UX and privacy issues, or else you don't get to stream videos.

My view is that the Internet is in a consolidation phase where a smaller number of companies are getting a larger share of traffic, resulting in monopolistic dynamics.