You are absolutely correct that during this time, they (accurately) predicted that targeted advertising would give them a tremendous advantage and become lucrat

You are absolutely correct that during this time, they (accurately) predicted that targeted advertising would give them a tremendous advantage and become lucrative. However, folks there also sincerely believed that authentic identities would curb some of the toxicity that was being seen on the anonymous internet. That being exposed to diverse perspectives from friends could be an Avenue for increased tolerances. That giving common people a platform would be a net benefit to the world (Arab Spring was around this time). In hindsight, much of that was wrong, but that doesn’t change the sincerity of the belief in that moment.