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Noone can afford to buy unnecessary things anymore 
Companies want to make their ads more efficient to extract money from people thay can still afford to buy things
Tech and social media companies whose bread and butter was selling ad space now have less money coming 
The little money they were getting from ads is further threatened by ad blockers etc.
So tech and social media companies need to monetise their user data in other ways (charging more for API etc.)

It will get worse