It appears their interest lies in:<p>(a) having a competitive advantage in raw, large-scaled _metrics_ that Google does not have (see also: Facebook&#x27;s emotion and behavioral studies[0])<p>(b) Being able to monetize their advertising platform better.   They are well aware that their current numbers are blown up by fake likes, and clickfarms [1]<p>At least this is just my take.   I&#x27;m sure there are also other interests behind the scenes.<p>[0]: <a href="http:&#x2F;&#x2F;www.nytimes.com&#x2F;2014&#x2F;06&#x2F;30&#x2F;technology&#x2F;facebook-tinkers-with-users-emotions-in-news-feed-experiment-stirring-outcry.html?_r=0" rel="nofollow">http:&#x2F;&#x2F;www.nytimes.com&#x2F;2014&#x2F;06&#x2F;30&#x2F;technology&#x2F;facebook-tinker...</a><p>[1]: <a href="https:&#x2F;&#x2F;www.youtube.com&#x2F;watch?v=oVfHeWTKjag" rel="nofollow">https:&#x2F;&#x2F;www.youtube.com&#x2F;watch?v=oVfHeWTKjag</a>