Protocols, Not Platforms (2019):

The benefits of building a service as a platform are fairly obvious: the owner has ultimate control over that platform and thus is much better positioned to monetize the platforms via advertising of some form (or other ancillary services). This does, however, incentivize these platforms to acquire an ever increasing amount of data from their users to better target them.

Hypothetically, if Meta adopted this ideology, and also launched ad revenue share, how are end users better off?