Yes definitely. I just think of how many data points they have for heavy users, log in session length, when they log in, what they like, even what they feel like at certain times, how much time they spend reading certain things, what they click on.
It's too much for something that used to be something used primarily for keeping in touch with your friends. Not that they shouldn't grow and progress of course, but the focus seems to be more on what they can use for advertising purposes.