It's less about making marginally more money, and it's more about retaining Meta's grip on attention as it shifts from one medium (mobile/web) to the next (AR/V

It's less about making marginally more money, and it's more about retaining Meta's grip on attention as it shifts from one medium (mobile/web) to the next (AR/VR/SC). He's probably not going to make more money by having a bulkhead in the new personal computing paradigm (unless the ads are 10x as valuable, IDK). He's more importantly aiming to defend the current "proportion of attention spent on personal computing". If other cos shift consumer attention to mediums where Meta has no presence or is excluded from, there goes his market cap.