They recently had a recalculation of MAU due to a misreporting -- users that used to have organic posts, but were now only sending out pre-scheduled messages, l

They recently had a recalculation of MAU due to a misreporting -- users that used to have organic posts, but were now only sending out pre-scheduled messages, like ghosts in the machine. How they handled that was to back-date all the reporting. Presumably bot traffic does not generate any additional advertising value, so re-fitting the number of MAU would increase the average ad reach/user value proposition. The importance is the trend, not necessarily the overall level.