Two reasons. 1 - they print cash through Ads which means there's opportunity or desire to do more things, or even a feeling like you should or can. So new products emerge but also to try diversify the revenue stream. 2 - the continuous hiring and scale means churn, people get bored, they leave teams, they want to do something new, it all bifurcates. It keeps fragmenting and fragmenting until you have this multilayered fractal. It's how systems in nature operate so we shouldn't think corporation's will be any different. The only way to mitigate things like this is putting in places limits, rules and boundaries, but that also limits the upside and if you're a public company you can't do that. You have to grow grow grow and then cut cut cut and continue in that cycle forever or until you die.