Because of scale. Social media companies manipulate literally billions of people, whereas the luxury fashion industry only manipulates millions of people.

Sports gambling is another example of the issue at scale. When it was at a racetrack, it's naturally limited to those who can go to that physical location. When it moved to OTB, the scale goes up an order of magnitude. When it moves online and to apps, the scale goes up again. And so it's become important to regulate.