https://en.wikipedia.org/wiki/Manufacturing_Consent
> Moderation was done very tightly on vbulletin forums back in the day, the difference is Facebook/Google et al expect to operate at a scale where (they claim) moderation can't be done.
The difference isn't the scale of Google, it's the scale of the internet.
Back in the day the internet was full of university professors and telecommunications operators. Now it has Russian hackers and an entire battalion of shady SEO specialists.
If you want to build a search engine that competes with Google, it doesn't matter if you have 0.1% of the users and 0.001% of the market cap, you're still expected to index the whole internet. Which nobody could possibly do by hand anymore.