With Facebook you are not their customer, you are their product. If anything, if Zuck would like a way to monetize better without alienating users he should add some kind of Facebook Premium/Gold account upgrade. Where users can choose to throw a few bucks at them each month or year, whatever, in exchange for some cool extra features, and/or to be exempt from advertisements and privacy shenanigans. Money is money, so they shouldn't care exactly where it comes from. But if you give the opportunity for each user to decide for themselves whether they wish to be a product or a customer, I think it will lead to a better situation for everyone involved. Also better fits that market divide between the folks who want the cheapest experiences versus the best experiences.