Apple and the Google/Facebook fight
The short version is that Apple Enterprise agreement allows you to install apps directly (without using the store or the store rules), but the requirements are that this is only for internal employees (and can not be used to install on other users machines). As I setup the policy and some enforcement for my company, I'm 100% aware of this and warned internal employees extensively to NOT use this program license to subvert Apple's normal developer or beta program (TestFlight). (Don't side load customers like FB and Google were doing). Facebook and Google both broke those rules, willfully, and had their hand slapped (Apple turned their certificate off) as a warning: breaking all their corporate iOS Apps.
Apple is catching some shit for this, and their double standards on user privacy (only they can snoop, or let countries like China do so). And that's fine: not my circus, not my monkey's. I suppose Apple could be a hypocrite on that, and using the false flag of data privacy. Don't know, don't care, and it doesn't behoove me to dive in too deeply or share on that. None of that changes that you should NOT knowingly defy Apple's enterprise license terms, and get caught doing it. Then act shocked when Apple retaliates.