Even on YouTube, creators are still not the real business, but more like the product that is being sold to advertisers. My guess would be that they are trying to clean up in a way that would allow them to attract better paying advertisers as many spenders don't want to advertise on places that are not "pristine". I think Google in general have lost a lot of advertisers in the past year and now with less money to go around, they might be trying to get back into the market by elevating the quality of the content that gets ads by making the standards higher and cutting out a lot of the content. I think they are still acting like a business, but like a business that is in trouble and is looking for ways to get back into the game. Not a good sign for them. Hopefully a very good sign for decentralization.