This happens when you have to grow endlessly and hit a ceiling (in this case, number of users). Then you have to squeeze those users further so the numbers go up again. Of course you are killing the product in the long run because more and more users cancel but that's not a big deal to the people making the decisions. (Well, the people doing actual work might object but nobody cares about them.) The shareholders that got obscenely rich will just leech onto the next big thing and the CEOs sail to their next product to ruin with a huge golden parachute. Rinse and repeat. Meanwhile, civilisation crumbles and decays, before it burns in the sadly inevitable climate catastrophe.