I don't even think it's cynical anymore to assume that this is the entire reason why Meta are pursuing this.

They see themselves in a race to produce the most radical, most efficient machine that produces the most effective addictive response. Content has been interchangeable for decades, everything is about the naked control over people's attention, because that is having power over people.

There is a very modernist logic in the whole effort. Everything must be taken to its extremes, nothing is ever enough, and nothing good sits in the middle of anything, and having values is only a detriment in this race.