It’s not pure greed though, if companies do not push down costs & push up revenues enough, they get replaced by those that do.

It is capitalism doing what it does “best”, here’s a clip from I’m A Virgo that explains it better than me: https://youtu.be/lpagmvYZKRc?t=84

There are niches where companies can hide out for a while, especially if they provide a service that needs local implementation, but social media isn’t one of those niches, if you get outcompeted, your toast, no matter how big you peak, MySpace, Tumbler, Digg, Slashdot, etc, this is the monopolization effect of markets.