No doubt, but there's a whole lot of problems shaped like that in tech today. Look at any two sided market: Amazon/Etsy's third party sellers also want to be a

No doubt, but there's a whole lot of problems shaped like that in tech today. Look at any two sided market: Amazon/Etsy's third party sellers also want to be at the top, and there are bad actors trying to scam the intermediary and the customer. The same low friction onboarding that allows the company to succeed as an intermediary is also facilitating the fraud. Merchants can be fraudsters, advertisers can be fraudsters, users can be fraudsters producing fake clicks. There's economic incentives everywhere. See the relatively recent news of spotify getting generated songs, which are then played by fake listeners. The companies are entering this situations with their eyes wide open. It's a necessary problem when you want to be an intermediary at a large enough scale. And if you don't have the scale, the per-interaction costs are really high, and your company gets beaten by someone with an easier onboarding funnel.