See my other comment above about alternate revenue models (which have worked!) for free-internate-for-everyone.

IIRC facebook wasn't even paying for the data in Free Basics (this may have changed?). They were spearheading/funding a marketing campaign, but the actual service was funded by telecom operators on the business model that a large enough fraction of people will switch to a paid plan. Facebook didn't even need to exist in this scheme (but nevertheless painted it as them being charitable)

then they shouldn't try to market internet.org like one.