> My point is that he can do that, and he'd lose most of his reach.

And? If a company spends money building a platform, including infrastructure, they can host whatever they want on it. They also don't need to host what they don't want. It doesn't matter if it's a hosting service or search engine or just a simple directory of links. No one owes anyone else their audience.

You're complaining that people might need to do work to get an audience.