They have a tremendous disincentive to do this. Endless scrolling, combined with a massive amount of algorithmically fine-tuned content to satisfy preferences that you didn't even knew you had, is effectively a digital version of cocaine. Giving you the right to reclaim your attention is a pathway towards healthy use, which for most is no more than a couple minutes per day for any social media platform.

Your dealer would be the last person you'd expect to teach you about addiction avoidance.