My idea is that they didn’t/don’t havse a choice but to try something.
They are probably running out of money and no one is giving it to them in this econimical climate.
Maybe profitability, or at least drastic measures, is the request by investors (similary how IMF is “blackmailing” countries when they give them loan).
It might also be an experiment, planned or accidental to male profit of social networks after 20 years of investing.
It is a gamble, but cut has to be made at some point.
My experience too, with exception that I also order stuff I can not find locally. Like HiSense phone with eInk display I am using just now.