Turns out hiring thousands of people and hosting tons of data gets expensive, especially as your customers (advertisers) stop spending as much on your product. After a decade of cheap money being thrown at them by investors to grow grow grow, interest rates has made new debt far more expensive and the need to turn a profit is here. On top of this, their primary source of revenue has shrunk as most companies cut back on their advertising budgets, again because money has gotten tighter now very quickly.