No, they’re not. They didn’t make the kids rally around bubble colors. They didn’t create the hierarchy. Nor did they create any enticements or reward those that used it. It just happened. Not doing anything to stop it isn’t exploiting it.
And expecting any company to cater to the stupidity of its or it’s competitor’s user base is fucking ignorant.
As I said- you k ow damn well you’d do the exact same thing about it- which is nothing. And collect tons of cash.