Setting aside the tu quoque argument, there's a fundamental difference between Youtube/Facebook and Bitcoin:
For Facebook/Instagram/Youtube, the incentive is to lower the power use. Google pays directly for the power used by their servers which host Youtube, so lowering their power usage immediately benefits Google. They also have indirect incentives to lower the power consumption on the client for their video/audio codecs.
For Bitcoin, however, the incentive is to use as much power as possible. If a more efficient miner is manufactured, the incentive is to use more miners. The only ceiling to the amount of power used by Bitcoin miners is when the price paid for the power gets above the expected average block reward.
For Facebook/Instagram/Youtube, the incentive is to lower the power use. Google pays directly for the power used by their servers which host Youtube, so lowering their power usage immediately benefits Google. They also have indirect incentives to lower the power consumption on the client for their video/audio codecs.
For Bitcoin, however, the incentive is to use as much power as possible. If a more efficient miner is manufactured, the incentive is to use more miners. The only ceiling to the amount of power used by Bitcoin miners is when the price paid for the power gets above the expected average block reward.