And therefore, it is not completely illogical to think that Meta’s interests and users’ interests must align.
(Not my opinion, just responding to your question)
“they must do _something_ that makes their users want to use it.”
Is fentanyl acting in the interests of its addicts?
Merit will get you a 401(k) and a job where you have a nice coffee station and some bean bags to sit on, and a ping pong table. Lord knows, the ping pong table proves you've got merit. But does your boss really have more merit than you? It seems to me that the higher up the corporate ladder you go, the less actual merit people exhibit, and the less they notice it among their underlings (as opposed to loyalty or ass-kissing), but the more they claim to believe in it.
I'm not arguing against merit. I'm a capitalist. I'm just pointing out that the people who so often tout merit are the same people who get most of their tax credits from backroom deals with politicians, and don't seem to earn their keep by the sweat of their own brow. Merit would imply the ability to do both equally well.