running paid social for a beauty dtc, ~$80k/mo on meta and tiktok. something shifted on meta in february and i'm tired of pretending it didn't. our ugc used to beat studio on cold by ~25% cpa. since february that gap collapsed to ~6%. on tiktok it inverted, studio now beats ugc on cold. same ad sets, audiences, budgets, briefs, mostly the same creators. only thing that changed is on meta's side. working theory: meta quietly weighted polish heavier in the auction when the newer scoring model rolled into prospecting. iphone-handheld ugc reads as low-production, quality score drops, cpm creeps up 18-22%, economics tip back toward studio even when the ugc converts at similar rates downstream. not ad fatigue, retargeting ugc is still winning. it's a cold-traffic scoring problem. rotated 6 of 12 creators last month. zero change. tested new hooks. zero change. our meta rep gave us the usual "diversify creative" line and moved on.…