he's very well aware that if it wasn't Facebook, it would be another social media site. So why not keep the money in his own pocket?

It will be interesting to see how they use their recent union of FB, IG, and Whatsapp--integrating the backend so they can have a cleaner dataset for each of their users--to stave off antitrust investigations. That clearly makes them more of a monopoly than they were before, but they're hoping to confuse Congresspeople all the way to the grave to avoid any meaningful change