Never attribute to incompetence instead of malice after a reasonable amount of time has elapsed for someone to have noticed and decided whether the behavior was undesirable and should be urgently fixed (not malice) or not (malice). Never attribute to incompetence instead of malice when a trillion dollar company that should have trillion-dollar-company-appropriate internal QA processes misses or ignores something blatant and terrible, especially when that problem is as old and as well understood as content shifting.