It seems like people are mostly reacting to the title. This is what they are asking for:
> Reveal who is paying for advertisements, how much they are paying and who is being targeted.
>
> Commit to meaningful transparency of platform algorithms so we know how and what content is being amplified, to whom, and the associated impact.
>
> Turn on by default the tools to amplify factual voices over disinformation.
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> Work with independent researchers to facilitate in-depth studies of the platforms’ impact on people and our societies, and what we can do to improve things.
Only #3 seems like it would be remotely controversial to anyone but adtech vendors and services trying to maximize "engagement".