They're in the same business - not sure why you'd expect them to have different incentives.
Both are trying to do things at massive scale and dealing with the problems associated with that.
I think both do things I don't agree with, but are generally unfairly vilified most of the time by their failing competition (the press mostly) and weirdly some of their employees. The sense I get from this is it's mostly political tribalism (affects both far left and far right with different grievances for each).
I don't personally like the ad-driven model, so with the exception of YouTube I avoid their products where possible.
