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But why? Why would Meta, an ad driven for profit company, build a decentralized platform?

If there is enough centralization to tatget users and show them ads (which might be the incentive of Meta), is it really decentralized?

My wild guess is that this is their way to operate in China. It'd be much harder for the GFW to block a decentralized app.

they might want some sort of franchise. push some costs and risks down the food chain for a share of the ad pie