Yes this is the key point, and I really don't think Zuckerberg is to blame for this. It's just how the market moved. Before tiktok Zuck did actually try and move facebook back to friend territory, but tiktok became such a threat to time spent online they had to shift to "engaging content"

And everyone is in whatsapp groups anyway for personal content...

When Elon bought twitter he bought back the "following" tab on twitter, and frankly, I used it a few times then stopped. It was just boring. Shifting through pages and pages of random content from people I follow is just too much energy.

The fact is, personalised feeds do just work. We hate this, but it works.

It's a bit like sugar, I know it has zero benefit in 2025 eating sugar, but I just do it, because its nice and it works, and it feels good. My brain knows its bad for me, but I just can't resist.

Now you can blame restaurants and ice cream shops for this, but the fact is, if the particular ice cream shop I buy ice cream at closed, or offered less sugar alternatives, it would in fact lose market share. And of course, there are sugar free ice cream shops, but their market share will never be that big.

If facebook wanted to actually stay on top, they were forced into this.