Meta CEO Mark Zuckerberg has had a busy few weeks. In addition to doing away with Facebook’s independent fact-checking team and loosening its platforms’ policies on hateful speech, he’s headlined a personal public relations blitz that used Tahoe as a prop and a cringey appearance on “The Joe Rogan Experience” as a diary.

While concerns over national security and data privacy have been the public rationale for TikTok’s potential prohibition, the situation also involves layers of competitive strategy, particularly for companies like Meta.