What they get in return, and the reason they paid megabucks for it in the first place, is that no other social media entity is able to get control of Whatsapp's

What they get in return, and the reason they paid megabucks for it in the first place, is that no other social media entity is able to get control of Whatsapp's 100's of millions of users. That's worth while in itself without being able to monetize it. But...since the founders have now left and no one is watching why not add a little monetization to a good deal? Unfortunately with a reputation like Facebook's one little twitch and the herd will stampede.