It’s like Microsoft only needs to do Windows well. It works great for 20 years but eventually the world shifts away.
The metric for me is Youtube. Google has ceased innovating on Youtube. Actually they never did after they bought it in 2005. Their ad format is just a port-over of TV ads. And I have never seen a compelling Youtube ad that I am not itching for the skip button. Every Youtube ad sucks. Every single one.
Contrast that to Facebook ad. I often don’t mind the ads, and have clicked on many of them because they genuinely seem interesting to me.