Capitalism requires up-and-to-the-right progress on stock performance. The main ways to achieve this are through legitimate innovation and/or squeezing existing innovations.
Unity finds itself becoming an ad-tech company. There aren't a lot of technical innovations in that space, so they're left with squeezing their users. If their business model had stayed more focused on monetizing the sale of their tooling, rather than ads within, then they'd be rewarded more heavily for innovation.
I get the impression that this is exacerbated by us all having existed in a low interest rate world for a while. There wasn't a ton of pressure. You could take on debt for projects that made money, but not a ton of money, and that was still sufficient to appease investors.
Now that money is worth something again, thanks to high interest rates, and with some pressure from inflation - it's not such an easy world. Previous choices now have ramifications that become apparent. One of those is users getting squeezed by companies that don't have reasonable ways to sustainably innovate their way to higher returns. Companies which overplayed their hands will go under as users reject them outright. This makes space for newcomers.
The circle of life :)