[tmcb]

Not OP, but

> But there's a detail here that its hard to answer, or at least for some platforms. Given the complexity of some of these algorithms, do the techno lords have that sort of control of deliberate control, or it's just the uncontrolled optimization for a given outcome?

I think it doesn't matter, and we should be concerned with the outcomes instead. "Control" may be used as a metaphor here, just as OP's point is a synecdoche. They have the inherent goal of making shareholders happy (in the cases where it does apply), and maintaining domination over their respective markets; and they have enough resources for that.

If the usual faces (Bezos, Cook, Musk, Zuckerberg, etc.) are the ones making the hard decisions is unimportant, and it is even dangerous to go down this path. This is how conspiracy theorists start f**ing up everything.