Facebook cares about keeping the shareholders happy. That means that they have to dramatically increase the opportunities for companies with money to give it to

Facebook cares about keeping the shareholders happy. That means that they have to dramatically increase the opportunities for companies with money to give it to Facebook for access to the users. It's very clear that Facebook doesn't care about keeping their users happy. They went from 'provide opportunities for growth in size' to 'provide opportunities for growth of our bank account'. They'll continue to aggressively push this trend as far as they can - until users start leaving facebook for good.