Cynically, I would say there's no incentive. FB's real customer is the advertiser, for whom the platform is a tax. I don't think anyone advertises on FB because

Cynically, I would say there's no incentive. FB's real customer is the advertiser, for whom the platform is a tax. I don't think anyone advertises on FB because they want to, more because they feel they have to. These kind of businesses don't need to improve things for either the real customer or the end user. If FB were an honest and ethical company, it would probably have to vastly change its business model and/or go out of business. Instead, it seems to be doubling down on monetizing creepy anti-social interactions. And this will probably, in the end, lead to its demise. The company is already in decline but has lots of money to shed before it dies off.