California Attorney General Rob Bonta, whose office led the case, put the settlement at “up to $17 billion,” saying Meta “must make massive transformations that will reduce the risk of harm from its platforms—and will do it within months.”

His release cited Meta’s own guaranteed figure of $12.7 billion. The District of Columbia’s attorney general, Brian Schwalb, put the guaranteed floor at $12.1 billion, with an additional $5 billion contingent on other platforms joining, for a $17.1 billion total.

Connecticut Attorney General William Tong’s release cited yet another figure, $12.19 billion guaranteed, and named the contingency pool: “TikTok, YouTube, and Snapchat, each facing state enforcement actions and investigations,” must agree to “comparable safety terms and monetary relief” before Meta owes the rest.

“To TikTok, YouTube and Snapchat,” Tong said, “our expectations are clear. You’re next.” None of the three states’ own releases agree on the guaranteed number to the dollar, and Tong’s is the only one who names Snap alongside TikTok and YouTube as a condition of the payout.

Meta’s accounting got to the same place with slightly different numbers: a $18 billion total, 70% ($12.7 billion) guaranteed, 30% ($5.3 billion) released only if TikTok and YouTube each adopt a one-hour daily time limit, night mode, and age assurance measures matching Meta’s, and each pays a matching share. Meta even paired the number with a public campaign aimed at those rivals, posting an open letter the same day the settlement was announced.

In a statement to Fortune, Chief Legal Officer C.J. Mahoney said the deal was bigger than a legal resolution.

“I’m pleased to announce that Meta has reached an agreement with a bipartisan group of state attorneys general from around the country on a new set of rules governing teens’ use of social media,” Mahoney said. “Our new Time Limit commitments, Night Mode features, and usage limits during school hours set the right path forward for our whole industry, but this framework will only work if all our peers join us.”

“Because teens move fluidly across dozens of apps, we need an industry-wide solution,” Mahoney continued. “We therefore call on our industry peers, TikTok and YouTube, to implement this new framework, right away. As a parent, I’m proud of both the work Meta has done to protect kids historically, and of this new groundbreaking agreement. But its success depends on all other social media platforms following Meta’s lead.”

Neither TikTok nor YouTube responded to Fortune‘s request for comment on Meta’s call for them to match the framework.

The tobacco settlement worked the opposite way

The letter wasn’t Meta’s first attempt to shape this narrative. Since November, Meta has run more than 3,500 unskippable national TV commercials across CNN, Fox, and ABC promoting Instagram’s Teen Accounts, spending nearly $700,000 on a single ad that generated 6.5 million impressions. The campaign paused in January and resumed as jury selection began for the Oakland trial that produced this settlement, timed to a trial in which Meta had warned potential damages could exceed $1.4 trillion. Meta’s market cap is $1.46 trillion, the $17.1 billion settlement is about 1% of that.

The closest real precedent for such a settlement is the 1998 tobacco Master Settlement Agreement, which worked the opposite way: participating manufacturers’ payments get adjusted downward if they lose market share to companies that never signed the deal, protecting signatories from being undercut by holdouts. Meta’s clause does the reverse—it withholds its own money to pressure companies that were never sued in this case into adopting rules voluntarily.

“There’s definitely nothing really about this that’s all that normal,” Jess Nall, a California litigator on the litigation and arbitration team at Withers who has spent 25 years defending tech companies and their founders, told Fortune. “It’s a huge dollar amount, it sounds really splashy. Although, if you look at it being paid over 10 years and compare it to Meta’s annual revenue and market cap, it’s not really all that big.”

Nall said the clause reinforces an argument Meta has made throughout the litigation.

“All along, ever since the L.A. Superior Court, they’ve been saying causation can’t be proven because all of these social media users are using multiple different platforms,” she said. “So it makes sense that they would require participation by these other companies as well as part of this.”

It’s the same causation logic underlying child advocacy groups’ complaint asking the FTC to investigate Roblox over similar allegations. The settlement, Nall added, doesn’t resolve Meta’s broader exposure.

“There’s still thousands of lawsuits by private plaintiffs that are pending on these similar and same issues,” and conceding platform changes “is tantamount toward an admission that whatever they had in the past was problematic.”

The underlying Section 230 and First Amendment questions, she said, reach “every AI company and every AI startup,” as Washington debates how aggressively to regulate AI. “This is a big thing,” Nall said, “but it’s a speed bump on the long highway that we’re going to keep on driving for a couple of years.”

“No one should be praising someone for what the court orders them to do”

Philip Yannella, co-chair of the privacy, security, and data protection practice at Blank Rome, called the structure savvy tactical lawyering.

“I notice that one aspect of the settlement is Meta pays $12 billion now, but that increases if other social media platforms also contribute, and you know we’ll see if that happens,” he told Fortune, framing the deal as a way to close off “one front” in a “multiple fronts” legal war that also includes consumer cases, school district lawsuits, Meta’s own fight with New Mexico regulators, and public relations battles.

Rob Lalka, the Albert R. Lepage Professor in Business at Tulane University’s A.B. Freeman School of Business and author of The Venture Alchemists: How Big Tech Turned Profits Into Power, compared it to Big Tobacco—with one difference.

“Big Tobacco paid over $240 billion over 25 years,” Lalka told Fortune. “And that is paying up to $17.1 billion, right? But only if TikTok and YouTube also agree to the same terms.”

Run against New Mexico’s own verdict, he said, the national deal looks thin: “The New Mexico case—I ran the numbers this morning. It’s like that was like $445 per resident, right? This is about a 10th of that. It’s like 40 to 50 bucks.”

Lalka was skeptical of Mahoney’s “industry standard” framing. “They’re trying to claim that they’re taking some sort of industry standard here,” he said. “I would have believed that if they would have taken child protection seriously when the first employees were raising alarm bells about it.”

He tied it to the thesis of his book: Companies like Meta convert the attention they capture into political power, and are still doing it.

“What’s happening now is they were forced to, even with all the political power that they have,” he said. “They’re still trying to wield that power.”

“No one should be praising someone for what the court orders them to do. Meta is not reforming here, they’re complying,” he said. “The amount of money that they’re paying out is nowhere near commensurate to the impact that they’ve had on society.”

Wall Street, he noted, seemed to agree the damage was contained: “Meta stock didn’t go down that much today. This isn’t making people bet against Meta.”

For this story, Fortune journalists used generative AI as a research tool. An editor verified the accuracy of the information before publishing.