In addition to the point mentioned by the sibling comment, I think there is also an element of "go where the users are", by which I mean that if FurryFriend558

In addition to the point mentioned by the sibling comment, I think there is also an element of "go where the users are", by which I mean that if FurryFriend558 spends 10x or 50x more time on Reddit or Discord, even if the ads are less effective the total effect is still higher. Prior to dropping Reddit recently, I certainly spent more than two orders more time there than on Twitter.