You're right when it comes to publishers, but this article most resonated to me about why I stopped sharing on facebook, which does not involve money. I found that getting few or zero likes on a post was a negative signal and it really shaped the content that I was willing to share.

I've felt for a while that I liked facebook when it was weirder and there was more diversity in the types of content, but that has really declined in their pursuit for optimizing engagement. Twitter still has this so I appreciate that network quite a bit more for it.