If you are too present on social media, there is no mystery left about you. You become too familiar to trigger the curiosity of a follower to click on another link you posted. The economy of attention doesn't lead far.
A number of restaurants and brick and mortar shops only use platforms to promote events and products. This means I have no idea of the soup of the day or when special trivia night is.
It is less expensive to just engage on a platform than maintain a non-tribal website. Those in the tribe do not see the exclusion they created with their horizontal market.
Irony is that a number of social media posts reference other sites. So the non-tribal website is scooped up by media platforms, creating a tilted vertical market.