In case you were wondering, yes, this is canonical #enshittification 

Lure in business customers (publishers) by offering surpluses (algorithmic recommendation and an ensuing traffic funnel). Lock them in (by capturing their audience and blocking interop and logged-out reading).

Then rug the publishers, clawing back all the surpluses you gave them and more, draining them of all available capital and any margins they have, until they die or bite the bullet and leave.