While this definitely does not look good on fb, how is this different than, lets say newspapers and main stream media networks tongue-in-cheek supporting politi

While this definitely does not look good on fb, how is this different than, lets say newspapers and main stream media networks tongue-in-cheek supporting politicians of their preference? Why not have some transparency and fact check on that as well. The more I read these articles along the line of ‘social media/big tech bad. Real bad’ the more I see it as a turf war for influence between new and old forms of media, with end users/consumers faring worse in both.