With respect to consumer ads, people often shout for E2EE without even really understanding the tradeoffs

Then customers concede and give in because privacy is such a hot issue right now and committing to E2E encryption is an easy way to posture themselves as for privacy, and also helps alleviate them of some future responsibilities

Currently in non E2EE systems

• the employees of the company likely have access to anything on there - not a great situation either
• but i think the ideal situation is to govern this access - with severe penalties, strict background screening, logging

Trade-offs

• investigations against bad actors
  • magnet forensics - wouldn't be possible with E2EE
• things convenient for consumers
  • search