Just tired of companies baiting users with free stuff to build market dominance and then dialing up profit extraction once they've killed off all possible competition. That's also your answer to why it wasn't done sooner.

This is not surprising at all, but not much you can do about it even if you see it coming, because other people don't see it coming or don't care. What are you gonna do about it as a user - all the creators are on YouTube. And as a creator - all the users are on YouTube. By design.