Well, the food industry is about preparing food. What exactly is the product of social media? What are artists and hacks (the equivalent of chefs and short-order cooks) both competing to produce?

Content? But content is more nebulous than food. Thus we can't as easily judge which content is best, as we can judge food. There are different tastes in food, so perhaps the evaluation there is somewhat subjective. But "content" covers a lot more than "food."

The clearer the standards, the more justifiable the ranks in a competition. The problem is that the stated standards in social media may be only propagandistic, while the operative, hidden, rather arbitrary and perhaps detrimental ones applied by algorithms and big tech companies may favour hackery above art. It's a question of racing to the bottom in service to capitalism or cheap entertainment rather than to any higher calling.