It's kind of an open secret, but retail traders hopping onto meme stocks like DPZ and TSLA is, counterintuitively to an outsider, actually very profitable for HFTs and market makers.
A good example might be - imagine you are a car dealership, so serving as a rough approximation of a market maker. What kind of entities do you want to trade against? Other car dealerships (informed counterparties), or your average suburban minivan owner (uninformed counterparties)?
It's immediately obvious - the rationale is that when you trade against uninformed order flow, your measure of adverse selection is far lower than if you trade against informed order flow. Your average suburban minivan owner is going to be more time-sensitive and price-insensitive than another car dealership who is willing to look high and low for better deals.
Adverse selection, in this context, is that of the orders you're offering to the market, only the subset which have the greatest likelihood of immediately losing you money are selected. From the perspective of your counterparty, they will only lift your offer if they think it will make them an immediate unrealized profit. Keeping track of your adverse selection is an extremely important part of HFT - in fact, HFTers will try to identify informed vs uninformed order flow and only try to trade against the latter, to reduce immediate unrealized losses due to adverse selection.
This is why PFOF (payment for order flow) exists. It's because companies like Virtu think that traders on RobinHood have no clue what they're doing, and they [Virtu] can come in and eat all the alpha. Virtu doesn't frontrun RH orderflow - instead, they get what's called "first look" at the flow. They get to decide to either immediately fill the offer, or let it hit the real market. From the perspective of a RH user, this is really no harm, because whether Virtu trades against you, or your offer gets lifted against the broader market, doesn't really matter to you.