When they launched their business model was to be a pure API for intelligence. Then when everyone claimed they were just commodities with no moat and they shifted hard to being the app layer. That was the transition.

They went from selling shovels to all gold prospectors to stealing the information about the location of the gold so they could dig it out first.

We are all stupid enough to keep buying shovels from them because we think their shovels dig gold better and faster.