This seems a pretty accurate guess. Many of the major advertisers (Proctor & Gamble, Johnson & Johnson, Unilever) have already pulled back on spending with the platform as an ineffective use of advertising budget [0].
That's completely backwards. Dividends are the only distribution to shareholders. Stock buybacks look great for Executives trying to inflate share price and earn bonuses tied to Earnings Per Share (EPS).
[0] https://www.wsj.com/articles/p-g-cuts-more-than-100-million-...