Additionally, this literally pushes more data into the hands of FB. Our FB advertising rep is already asking us to share more data with them to mitigate the imp

Additionally, this literally pushes more data into the hands of FB. Our FB advertising rep is already asking us to share more data with them to mitigate the impact of this change. People have become accustomed to ad measurement. Performance marketing is a thing for a reason. How will ad performance be measured now? FB is already rolling out a tool to do that, but only if you share more data with them (lifetime value estimates, etc).