This all happened after the big Viacom lawsuit against Google: Google set themselves up as private arbitration and gave the big media companies a massive gift of control of the platform, pretty much because they didn't want to deal with continued suits directed at them. Even though the Safe Harbor provisions basically absolved them of any responsibility, they'd still have to fight in court every time some litigious parasites sued them.

That's when ContentID and the non-DMCA takedowns started happening.