They cannot do it any other way. The vertical integration, the monopolization, the ridiculous amount of advertisement, it's all a race towards a shrinking profit. Carve out a smaller niche for advertising with targeted ads (just run your ads for the people who will actually buy your product!) but all you're doing is saturating an almost critically saturated market of advertisers. As the margins continue to shrink, my guess is you'll see a very shitty "free" tier and some very expensive memberships. The "enshittification" continues