“…There is little question that social media companies recognize the power of content moderation as a fulcrum of their identities/brands, despite a longstanding lack of transparency on how and why moderation decisions are made in practice (see Gorwa & Ash, 2020;Looney, 2023). Indeed, one might say that this dynamic lay at the heart of Meta's 2023 launch of Threads: a major new social media platform that sought to build on a massive, pre-existing userbase.…”