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i.e. - facebook wants to be paid by advertisers instead of being a free promotion platform.

Really it makes sense all around though, and you have to wonder what took them so long.

Lock down the growth first, then charge when it's too painful to give up the attention. If they charge too early, then the little to moderate traffic from FB is easier to give up.

They are already getting money for ads, I don't know why you think they aren't

Free promotion in the sense that you could create a page for a product or company, and be promoted significantly solely by the likes and shares you get.

Ah yes, but those type of posts have been having their reach diminish in the past years

It doesn't work like that for long long time already. For small businesses / pages FB has been very difficult, if not worthless.

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