Definitely control of videos so they can sell ads, but also an effort to cultivate a captive ecosystem and reduce reliance on outside sites. These largely circl

Definitely control of videos so they can sell ads, but also an effort to cultivate a captive ecosystem and reduce reliance on outside sites. These largely circle back to 'sell ads', but it's too drastic to suggest that it doesn't benefit the community. It, however, does continue the process of changing its character. Captive content ecosystems, despite their widely-recognized drawbacks, aren't devoid of engagement. Vine was a captive content ecosystem whose attributes resulted in many creative works; Snapchat and its Facebook-run clones -- most notably the Stories inside Instagram -- are another, where the content is made and consumed by the official app and never escapes out onto the public web. As an extreme example, Hulu is a captive content ecosystem where all the content happens to be professionally produced. Captive content ecosystems are excellent places to sell ads, because you track the user's content consumption habits, and control the client such that they can't easily avoid the ads using technical means.