They'd actually somewhat recently taken steps to reduce the number of posts, and instead push advertisers to bid more for fewer impressions. If successful, this

They'd actually somewhat recently taken steps to reduce the number of posts, and instead push advertisers to bid more for fewer impressions. If successful, this has the impact of getting them more revenue with a better UX since there are fewer ads and in theory higher-quality brand advertisers who can afford more for those impressions.