I agree. In a slightly different light, using Facebook is most definitely not free. You're entering a contract where they supply a valuable infrastructure, and

I agree. In a slightly different light, using Facebook is most definitely not free. You're entering a contract where they supply a valuable infrastructure, and you provide valuable, detailed, personal information. Information then sold to 3rd parties. When the user's perceived value received falls short of their perceived risk of releasing personal information, they should rightly be upset. And probably quit. But in terms of brands using Facebook, I'm not sure the same contract applies. They get valuable exposure using the infrastructure, but contribute nothing of value to Facebook. I have a hard time believing ordinary users would complain if all brand pages were suddenly dropped. Those users would continue to share branded content organically if they so desired. I don't believe that a one-sided beneficiary has much room to complain at all. If your business model is selling shit given to you for free, you'll have to find a new way to make money once your source changes his mind. One way to enter into a mutually beneficial contract is to purchase ads (or promoted posts). If they cost too much, then they've lost your business. But they never really had it in the first place...