I noticed this around the same time. It was 2010 and I was still in grad school, my lab mate and I used to poke fun of what we called the "Twitter researchers", who were working on what we perceived to be very boring projects (i.e. figure out the optimal ranking of N articles on a page to maximize some objective function). They also didn't like the research, but Twitter/Facebook/Microsoft/Google was paying for their tuition and stipend, so they didn't have much of a choice. When the big grant funding agencies are funding projects at a rate of around 20% - 25%, if you're a researcher hurting for federal dollars then that big tech money looks really good. I can only imagine this dynamic being replicated at universities across the country, how many young minds are wasted on this pursuit. And for what? So Google can sell more ads and become even richer? So Facebook can suck all of your attention just to make you depressed and suffer from body dysmorphia and an eating disorder?
I'm in the robotics field, and in our lab we used to draw a clear line that whatever we worked on would not have a direct military application, because we couldn't stand the thought of our work being used to kill people. Obviously the line is blurry (will my localization algorithm be used on a predator drone?), but there was always at least an eye toward ethical considerations in our research group. We always asked ourselves "How could this be used to hurt people?" It was in our culture, because our work had such obvious evil implications. Just watch pretty much any sci-fi movie ever, there was no shortage of ideas about how robotics research could go wrong.
But there's not a lot of sci-fi source material on how page-ranking algorithms can destroy society. These "Twitter researchers" as I called them never really had a notion that their work could be used for evil purposes, and who could blame them? In 2010 it seemed so benign. But looking around at the state of social media, maybe there should have been more conversations early on about the ethical implications of the research they were doing.