I think it is the heavy handed 'do it our way our way or we deplatform you' that publishers do not like. They are in a position where they can make or break someone with a couple of lines in a config file. They have also been playing favorites in their other algs. The content publishers know exactly what is up as they have the analytics to see the drop off when someone tweaks their position. Tossing a billion out there sounds like they want to keep some of their favorites going.