Thanks Margot, for taking some time out of your busy schedule to post this fabulously intricate meta-contribution on bots, identity, and social media! Its much appreciated.

Question is what do you do then? First, you try to reach profitability. Get out of the red by milking users and reducing costs, but there is little chance to get that really sweet ROI that you dreamt of in the last decade. What do you do next? My guess is that we will see some websites change ownership into some shadier hands in the next years. The personal data collected could still be worth something after all.