Investors pushed in a new CEO/management to optimize for profit per user now that the days of never-ending user growth in social media are over. In growth mode

Investors pushed in a new CEO/management to optimize for profit per user now that the days of never-ending user growth in social media are over. In growth mode, investors hand out free candy to companies, companies hand out free candy to you. In consolidation mode, investors want their candy (+ returns) back, so companies start taking away your candy until they determine the minimum users will accept. Many such cases.