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Speaking to Congress today, the former Facebook manager first tasked with making the company make money did not mince words about his role. He told lawmakers that the company "took a page from Big Tobacco's playbook, working to make our offering addictive at the outset" and arguing that his former employer has been hugely detrimental to society.

Tim Kendall, who served as director of monetization for Facebook from 2006 through 2010, spoke to Congress today as part of a House Commerce subcommittee hearing examining how social media platforms contribute to the mainstreaming of extremist and radicalizing content.

"The social media services that I and others have built over the past 15 years have served to tear people apart with alarming speed and intensity," Kendall said in his opening testimony (PDF). "At the very least, we have eroded our collective understanding—at worst, I fear we are pushing ourselves to the brink of a civil war."

As director of monetization, he added, "We sought to mine as much attention as humanly possible... We took a page form Big Tobacco's playbook, working to make our offering addictive at the outset."

His analogy continued:

Tobacco companies initially just sought to make nicotine more potent. But eventually that wasn't enough to grow the business as fast as they wanted. And so they added sugar and menthol to cigarettes so you could hold the smoke in your lungs for longer periods. At Facebook, we added status updates, photo tagging, and likes, which made status and reputation primary and laid the groundwork for a teenage mental health crisis.

Allowing for misinformation, conspiracy theories, and fake news to flourish were like Big Tobacco's bronchodilators, which allowed the cigarette smoke to cover more surface area of the lungs. But that incendiary content alone wasn't enough. To continue to grow the user base and in particular, the amount of time and attention users would surrender to Facebook, they needed more.

Engagement leads to profits, and so engagement with content is everything, Kendall later expanded in response to questions, adding that "engagement" was the metric that drove all Facebook decisions when he was at the company, and he assumes that's still true today.

"We initially used engagement as sort of a proxy for user benefit," Kendall explained. "But we also started to realize that engagement could also mean [users] were sufficiently sucked in that they couldn't work in their own best long-term interest to get off the platform... We started to see real-life consequences, but they weren't given much weight. Engagement always won, it always trumped."

"There's no incentive to stop [toxic content] and there's incredible incentive to keep going and get better," Kendall said. "I just don't believe that's going to change unless there are financial, civil, or criminal penalties associated with the harm that they create. Without enforcement, they're just going to continue to be embarrassed by the mistakes, and they'll talk about empty platitudes... but I don't believe anything systemic will change... the incentives to keep the status quo are just too lucrative at the moment."

Kendall is far from the only former Facebook employee now to be expressing regret for his former work and staking out a stance against the company. Others, too, have concluded that Facebook is long overdue for some kind of regulation or external enforcement push.