[rck404]

It's also that they have reason not to change up things. They have created vibrant monetisation mechanisms & fine tuned those mechanisms.

Innovating means new patterns of interactions & ideas. This also means new forms of monetisation that might be required.

As an example all the previous FB & instagram ads became obsolete or useless once they introduced stories. Now, have to create better ad formats and subsequently take few quarters to fine tune the experience and pricing.