"Anon, a giant monster roams
Creature of magic, not of home
He didst gobble each hag he found
Screams didst echo, a chilling sound
With every wiccan he did devour
He'll grow in strength, in size and power
Until one day upon his back
He'll sprout wings, a fearsome pack"
I think it all started with Zuck wanting to turn Facebook profiles into the "Internet's Driving License" or some shit about ten years ago: https://www.technologyreview.com/2011/01/05/197776/facebook-wants-to-supply-your-internet-drivers-license/