#Instagram claims to be rolling back its UI and algorithmic #TikTok-ification after "protests" from #influencers and their followers, suggesting that the only way to fight money (advertisers) is with money... If #socialmedia connects people and provides a public square, then it is critical infrastructure and a cultural institution, which shall be non-profit: they should only earn enough to cover their expenses. Preventing them from taking sides for profit will ensure a user-first experience.