Agree. You see this clearly with videos on there that are hard to close - bad UI, but surely bumps up their total hours of video served stat.

But I I get the odd feeling using Facebook that the content is not even so data-optimized for engagement (because surely if that were the case I’d find my feed more interesting than it is) but rather that it is optimized for revenue in ways that are actually negative in terms of real engagement. Example - if I see an interesting article and stop 5min to read it, that’s real engagement for a significant amount of time, but I might see only a couple of ads in that time. Whereas If the content is really dull and I’m just scrolling mindlessly, I’m seeing a lot more ads, and the gap between how interesting the ads are and how interesting the non-ad content is is much smaller.

Does anyone else get this feeling? Ie that facebook is almost intentionally boring?