> a profit-motivated business/market cannot do so itself
I think this is incredibly short sighted and not the case at all.
(Not you, but companies that think this way.)
Facebook started out doing something great and free. People loved it.
They couldn't stay all free, but if they had aimed at continuing to enable people, while maintaining their privacy (from third parties, and themselves), they could have been a platform of tremendous creativity and productivity. With an entire sub-economy of trustworthy paid networked upgrades and services.
The social network has tremendous value, with high value opportunities in every direction.
But instead of looking out for the users, they went with surveillance, manipulation and slop (Political, social, AI, ... slop.) And now 99.99% of what their servers do is that.
So today, yes, their survival is completely dependent on digging deeper. But they had a choice. Now they don't.
On the one hand, they would take a catastrophic capitalization plunge if they discovered ethics. On the other hand, they have become global experts at hyper-scaling and leveraging conflicts of interest, and dodging any meaningful repercussions.