It's super annoying. I developed a stupid website a few months back that's <head>'s contents had more information than the <body>. All so it would render properly on Facebook and Twitter.
Check out the source here: https://gifs.mylesb.ca/stressed-out/rick-and-morty/
This article misses the connection around the emergence of the #socialcoop #instance out of the #buytwitter campaign, but is otherwise a solid look into the rise of user-owned #socialmedia: http://www.sfchronicle.com/business/article/Done-with-Facebook-Twitter-User-owned-social-11226613.php