What I notice is that the most productive efforts of big tech are seemingly quick to be abandoned side projects. The real money is in adtech with is 90% zero-sum and 10% happily marrying the right companies with the right customers.

I don't really see Netflix as being as much of a problem compared to other "attention" companies because they screwed with the media cartels, have fantastic infrastructure, mostly sell long-form content, and denormalized ad-breaks. Compare to YouTube or TikTok.