I think there's the global maximum vs local maxima argument in favor of doing something too. Why do people ultimately spend time on Facebook?
I would say they don't do so because of micro-optimized KPI targeting: they do so because they feel time on Facebook is valuable and makes them happy. If Facebook can't deliver increases in that, then optimizations only take them so far.
Yup. There's definitely some Goodhart's Law going on here as well. Micro-optimized KPI targeting is an inexact measure of feeling like ones time on Facebook is valuable.
I would say they don't do so because of micro-optimized KPI targeting: they do so because they feel time on Facebook is valuable and makes them happy. If Facebook can't deliver increases in that, then optimizations only take them so far.