I think he makes the mistake that he defines the customer as the person who pays for a thing (or receives it). It is better to define the customer as the perso

I think he makes the mistake that he defines the customer as the person who pays for a thing (or receives it). It is better to define the customer as the person/organization who decides if the product is getting purchased or not. This makes sense with breakfast food where advertising likes to targets kids (instead of the parents who pays for it) as it is the kids who decides what gets bought. When advertisers do not have any choice and can only advertise on Facebook to reach customers, then the advertisers have no decision power and are therefore not customers. In the case of FB, it might now be the policians who are the customers as due to their growing power on what FB (and advertisers) can do. So you will see the FB leadership focusing on WashingtonDC instead of the advertisers.