Predictable really, but at root a societal problem
This is largely explicable as it has been a recognised tendency of all large corporates for a very long time, in aid of financial advantage. However let's not forget how Farcebook's founder described its customers in the early days, so there might be something more to it in this case. Nevertheless I'd be the last to suggest that the leader might be a psychopath (although many 'successful' business leaders apparently are).
The thing that worries me more, though, is why so many young people primarily seek their self image from such arbitrary and unreliable sources as 'social' media. The 'instagram influencer' is in reality no more than a tool in the hands of commercial product promoters and the image is typically bogus, but that seems to have gone unnoticed by the folks that participate in the 'following'.
We should be teaching our kids the arts of objective thinking and self-appraisal, rather than letting them be led by the nose down paths that lead to dissatisfaction with self image. If our societies had more human cohesion, 'social' media wouldn't have so strong a hold over our young people. Ultimately, that's what needs fixing, and legislation won't do it.