For the immense value they provide to the hundreds of millions of users, having a 100-200M revenue is not "swimming in [insane] $". They're profitable alright,

For the immense value they provide to the hundreds of millions of users, having a 100-200M revenue is not "swimming in [insane] $". They're profitable alright, but let's not kid ourselves that they have by choice left a LOT of money on the table, which is why all these value-added services are trying to take a share of the CL-pie.