The article assumes that Meta's bad news strategy is intended to reduce readers of bad news. I'm not so sure about that. The strategy to release bad news on a Friday is intended to prevent that bad news from becoming the media narrative of the week. Likely that approach doesn't work for a company of Meta's size and importance.
When they release their bad news in the midst of another strong prevailing narrative, all eyes are on the other story, not on meta. There's a fixed capacity for headline news, oped columns and blogs, and hot takes / outrage on social media. If all eyes are focused on FTX or the Queen or the US elections, they might notice Meta's news but they're not going to start the flywheel spinning on it. So even if the same-day readership for their bad news is high, memory of it is low because interest isn't sustained.