I've always liked this comic: http://chainsawsuit.com/comic/2017/12/07/improvements/

> In our quest to improve the service for you, the user, we're making it worse.

> It was great before. It's going to be terrible now, but you're going to love the changes.

> We asked our investors and they said you're very excited about it being less good, which is great news for you.

Of course, the inherent flip side of making the adverts less obvious is making the content even less obvious still. They've slowly A/B tested their way into using what are basically dark patterns that will be tricking users into clicking stuff they didn't mean to. This won't go well.

They also reward click-bait material with more ad-revenue making it more likely that people produce such content.