It's the opposite.

They're hoarding more of it because they're wanting to capitalize on it.

Sharing your capital for free is a bad business move.

It's probably more like when Amazon gets into yet another business and kills the competition. Whatever those 3rd party devs are doing the social networks can do themselves and make more money.

I suspect it's a similar story with AI

Before AI took off, it was necessary to make groundbreaking discoveries. Pretty much all the architectures and most if not all of the data for training were released open source

Now that AI is taking off, these companies don't want to help their competition. So their data and algorithms are becoming more and more closed off

Data has always been valuable, even before Surveillance Calitalism. But now with the rise of AI, the owners of social platforms that were easily accessible are now making it harder to hoard the data because they realize they can use it for their own LLM training

Not to mention data's various other uses like advertising/marketing, selling of it foreign governments/advesaries/law enforcement agencies, etc.