I’m likely affected from 5 years spent working for Disney, so take my opinions with a grain of pixie dust. But companies like this (and Disney) operate with the assumption that if we don’t like it, we’ll leave. This will make room for others.
It’s likely that their ability to make money relies on things such as algorithms and calculations changing constantly, even daily. So I can’t personally ever see them wanting or needing to change.
But you’re definitely right that we’re generating a lot more revenue than we’re being paid. But I’m as unlikely to build a working content site anymore than I am to build a Disneyland competitor.