Even after reading the quote at the end from the Facebook rep, I'm not clear what benefit this is to users. I get that it's a way to stroke wireless providers,

Even after reading the quote at the end from the Facebook rep, I'm not clear what benefit this is to users. I get that it's a way to stroke wireless providers, but that seems to be its only reason for existing. Why would a user care if Facebook has been branded by their mobile provider?