There's nothing self-congratulatory about that sentence at all. Facebook's algorithm used to promote a certain kind of clickbait until they changed it in favor

There's nothing self-congratulatory about that sentence at all. Facebook's algorithm used to promote a certain kind of clickbait until they changed it in favor of real news (which killed a bunch of media startups that were optimizing for Newsfeed traffic). Facebook has specifically courted media organizations with Instant Articles or video for Facebook Watch.