It all went to shit the moment 'timeline' became 'feed'.

This. All people want is to be able to see pics of their friends and kids from whatever vacation they're on, preferably in chronological order.

But then you'd just come in for 10 minutes a day and be done. Can't earn money on such healthy engagement.

People say they want this but I'm not actually sure that they do. Didn't FB do some study about this?

People don't want this. They say they do but they don't.

Social media is 15 years old now. Watching what your friend had for dinner or some other mundane non-event is just not that exciting anymore.

Twitter doesn't show me the people I follow, and instead show people I "might like", in no particular time order. When I do interact, almost noone of my followers can see my post because I'm not an advertiser / paid user. Same from Facebook. So it's not worth "building an audience" if you can't communicate with it, and your audience can be taken from you at will.