While this may all be true, how do we prevent Facebook from becoming a "factory town"? As more and more of our seemingly public discourse moves online, we are

While this may all be true, how do we prevent Facebook from becoming a "factory town"? As more and more of our seemingly public discourse moves online, we are congregating in very much non-public spaces that have their own motives that are often at odds with the public good. I know Facebook, Twitter and co. need to make money somehow, that's fine, but there's more to this.. How do we reconcile US-based for-profit corporations becoming the stewards of public discourse for an ever-growing part of the world's population?