Facebook deploys tens of thousands of people to moderate user content in dozens of languages. It relies on proprietary machine-learning and other automated tools, developed at enormous cost. We cannot expect [End Page 169] comparable investment from a diverse ecosystem of middleware providers. And while most providers presumably will not handle as much content as Facebook does, they will still need to respond swiftly to novel and unpredictable material from unexpected sources. Unless middleware services can do this, the value they provide will be limited, as will users' incentives to choose them over curation by the platforms themselves.
Does heavy curation even need to exist? If a social company were able to push a linear feed of content to people without the algorithmic forced engagement, then the smaller, fringe material wouldn't have the reach. The majority of the problem would be immediately solved with this single feature.