If “everyone benefits” then it should be no problem to negotiate a deal. The problem is that Facebook disproportionately benefits and doesn’t want to negotiate

If “everyone benefits” then it should be no problem to negotiate a deal. The problem is that Facebook disproportionately benefits and doesn’t want to negotiate a solution that also has the content providers benefitting. You have to remember that Facebook is not just linking the content, they are pulling the entire thing into their walled garden, reducing the value of the content producers adds and increasing the value of their own adds.