You are spot on with this. I am currently working on the problem of content monetization with my company. I think there are ways for creators to make enough money but there has to be a shift away from Google/Facebook models.

The benefits are skewed to the platforms because prior to them, creators didn’t have a better option. Moving forward though, creators will have the power because without them, the platforms will fold. We just need to get to the point that creators can maintain better control over their content and have the option to switch platforms painlessly.