>clearly resents being one.
Do they? It seems to me that they're just aware that social media and the internet is trendy and they need to be out there ready to control the next big thing if they want to put ads on it. Facebook has been dying for years. Instagram makes them more ad revenue per user than FB but it's not the most popular app of its class.
I imagine Whatsapp contains a lot of potential revenue.
A lot of potential revenue to be exploited by agentic AI, if you do things exactly right.
I may attribute this to a single individual in charge. I think he is very mad that he is an advertiser.