Brian Boland spent more than a decade figuring out how to build a system that would make Meta money. Zuckerberg framed Meta’s mission as balancing safety with free expression, not revenue. Boland’s role was to counter this by explaining how Meta makes money, and how that shaped its platforms’ design. Boland testified that Zuckerberg fostered a culture that prioritized growth and profit over users’ wellbeing from the top down. “The priorities were on winning growth and engagement”Zuckerberg consistently made his priorities for the company abundantly clear, according to Boland.