Because "engagement". And because these are mega-corps run as money factories, the product of which is practically incidental. This is what it looks like when

Because "engagement". And because these are mega-corps run as money factories, the product of which is practically incidental. This is what it looks like when you have MBA/Growth specialists steering the ship based on "data". And the big table says "engagement numbers need to be higher". Then this makes perfect sense. What better way to boost all your numbers, incentivise activity, drop some permanently dead accounts (reducing the deonominator making first derivative numbers better), recoup purchases from returning accounts and pivot to the gold mine that is "not your games"/rentierism.