it was very difficult to make money in the early days of internet (90s, 2000s), so ads* (via tracking) were a quick-and-easy way to make some money. then came

it was very difficult to make money in the early days of internet (90s, 2000s), so ads* (via tracking) were a quick-and-easy way to make some money. then came social networking, and magnified that* through network-effects ... they got way too comfortable and didn't see it become a major political issue - hence gov regulations and enforcement. that business model has long gone in my view - new businesses will move in and innovate in that vacuum.