and I don't want government to decide what is "good impact on society" when regulating websites. This is how you get roskomnadzor
Conflicts of interest have always been a problem.
Now they scale.
Now there are companies with hundreds of billions of dollars of market cap, with unrelenting pressure to grow, and their business model is an obvious conflict of interest.
Things will get worse and worse until (if ever) the massive scaling of manipulative personalization is recognized as inherently deeply damaging to individuals and society.
None of that would require targeting any particular content.