We had the internet in 2007 my guy, and apple sold macbooks and imacs. I know. I was there. It was awesome. web ads and user interfaces didn't take manipulative interactive psychology and science seriously back then—that wasn't until android got popular. And we didn't have Cambridge Analytica. We didn't have personalized ads or the user base. It wasn't until android really that put smartphones in everyone's hands. I remember the dev conferences about getting the next billion users by making everything accessible and localized. It made great i18n tech but was specifically for google's advertising purposes. Facebook capatalized with Facebook and buying instagram (ios exclusive originally. Facebook put it on that next billion Android) and whatsapp (part of that 'next billion' world in asia already)