The FTC makes the point that because Instagram and Facebook have already added most of the roughly 250 million potential eligible users in the US, its user growth rate looks slower, even though it’s still adding users overall. But Schultz says this is exactly why Meta competes with apps like YouTube and TikTok for users to spend more time on their own apps — doubling down on Meta’s argument in the case. “Time is the thing people are all competing for because people are multi-homing, they’re using every app.”