There's a docu I've seen, can't remember the name of it but you can probably find it easily, about the creator of Showbiz Pizza and how it transitioned into Chuck E. Cheese.
In a nutshell, it's the familiar story of some weird but innocent asspie doing the thing he loved, turning it into a successful business, and then losing his life's work to predatory VCs.
Seems awfully similar to the way they occupied the internet–acquire a thing one of the sheep has made, turn it to our ends, and make sure to memory-hole that sheep so that everyone thinks that we made this in the first place.