Pure speculation, and possibly a bit schizo, but it's advanced data collection that helps maintain market capture while minimizing cost. Much easier to gather market research if you package it in the form of a fun new toy. By building a LLM that blocks off pathways that have already mapped, they can more efficiently predict and possibly shape peoples media consumption habits while avoiding remapping known avenues. Oh, you consumed this sequence of media? Well that means you're traveling down this line of thinking, so we need to incentivize creation of these types of videos to be fed to you in order to bump you back on course with what is popular, that way we can reduce the overall amount of content we have to host. As consumers seek out new content, they can readjust the guardrails to bring back the audience to safer (and more profitable) content.
OR
They're brute forcing spells to be used for the mind control magic that is The Algorithm.