Because of "growth & engagement". Somewhere around 2010, technology shifted from being a tool to empower the user to a tool to waste the user's time with spam.

Because of "growth & engagement". Somewhere around 2010, technology shifted from being a tool to empower the user to a tool to waste the user's time with spam. Things shifted from offering a service and collecting a fair fee to spamming the user or collecting their data (so it can be used to further spam the user down the line). An open standard isn't something any of the current providers want since otherwise users can easily substitute them with different alternatives and no longer "engage" with them.