I wonder this too, and don't forget this is only half the equation. The free platforms need ads to support them, but a lot of the businesses buying the ads might not be able to exist without the direct ad targeting that has been possible the past 5 to 10 years. I'm a big fan of direct to consumer brands, yes some of them turn out to be completely ridiculous (like the infamous Juicero a few years ago), but it's amazing that a small team can dream up a new product or better design and start selling it quickly with minimal risk. The loss of ad targeting definitely benefits big existing retail players and makes things more difficult and costly for consumer product startups.