I am sure CH had some serious numbers people watching FB as they initially tried it out and then over the longer term - the issue is that FB outright lied about

I am sure CH had some serious numbers people watching FB as they initially tried it out and then over the longer term - the issue is that FB outright lied about numbers in a very misleading manner that has been found to have been fraudulent. It's quite possible CH could discover this via revenue attribution but you need to be paranoid enough to do a deep dive into the numbers to actually confirm that and, TBH, it's generally irresponsible for businesses to invest that heavily into revenue auditing when they don't have strong suspicions about their revenue stability. It's likely that CH specifically erred in acting overly bullish on early numbers back from FB, seeing the view trend they wanted to capitalize on what seemed to be a very strong market and be an early entrant - FB vastly inflated their numbers but even without that aiming to dominate an early market is always quite risky due to the lack of proof around the long term stability of the market... that sort of over-investment would usually result in a contraction to appropriate size along with a loss of fluidity for a company, it's only game ending when the market is committing outright fraud.