I think they're reading the tea leaves and proactively locking in (or locking out) a variety of services and behaviors before the various jurisdictions they do

I think they're reading the tea leaves and proactively locking in (or locking out) a variety of services and behaviors before the various jurisdictions they do business in clamp down. If you know that severing advertising revenue from various products is a probable penalty some time in the future you combat that now by reducing costs (no more infinite storage) and increasing non–advertising revenues. If you know that the "cost" of hosting petabytes of stale data is a relentless stream of GDPR and CCPA complaints and potential fines, you start to factor that cost in in addition to the personnel and capital costs and adjust service levels appropriately. If you review the history of the tech industry there's many examples of high–flying companies failing to adapt quickly to changes in revenue composition. IBM’s stumbles in the early 1990s, for example, were set in stone by a shift away from leasing mainframes to selling mainframes in the early 1980s (which juiced profits for the 1980s but gave customers a reason to look for alternatives just as the PC and workstation market was ramping up).