I think you've actually got it a bit backwards. Meta did not spend enough time thinking about monetization in the long term, realized they were in a really roc

I think you've actually got it a bit backwards. Meta did not spend enough time thinking about monetization in the long term, realized they were in a really rocky position due to Apple and Google owning the platforms Facebook ran on, and then desperately had to come up with a new platform they could monetize. They've pushed it so hard now because they didn't think about monetization early.