It is a marketing move with game theoretic implications for the user. If Facebook and Apple are both considering Shady Feature X, it’s much more financially ris

It is a marketing move with game theoretic implications for the user. If Facebook and Apple are both considering Shady Feature X, it’s much more financially risky for Apple, since it’s discovery would jeopardize billions of brand building. So Facebook is more likely than Apple to rationally choose to do it.