I'm speculating here, but I think this isn't about challenging the monetary oligopoly as much as it is about Amazon. FB isn't funding this project because it's

I'm speculating here, but I think this isn't about challenging the monetary oligopoly as much as it is about Amazon. FB isn't funding this project because it's a libertarian thought experiment. FB is funding it because it makes business sense. FB's business model is using data to sell ads. Amazon.com's dominance in ecommerce- and it's entry into the ad market - puts pressure on FB's business if advertisers move their buys to Amazon.com. But I imagine if FB is able to directy connect social interactions to purchasing decisions, that's something that retailers that compete with Amazon are going to be interested in.