Unless they can somehow turn "use" into money, more use does nothing to help X as a company. And the prior method of turning use into money, advertisements, has

Unless they can somehow turn "use" into money, more use does nothing to help X as a company. And the prior method of turning use into money, advertisements, has been dropping like a rock due to the inability of the company to keep ads away from toxic content no advertiser would ever want their ads near. Can't cut costs to profitability if you are cutting revenue faster than costs.