Of course. We shouldn't expect them to pursue things that some people might deem "cool" and their shareholders will deem a loss leader, but to argue that they are just an advertising company is to miss the bulk of what they do in my opinion. They'd be nowhere without AI and machine learning, and really are pushing boundaries of where we can take them things. Primarily to sell adverts and be profitable sure, but what they are doing is not equatable to any other company that sells adverts.