Facebook is a business, just like your local grocer, just like any number of restaurants, just like a bookstore. If any of the above aren't giving you the service you desire, you are welcome to pack up and take your custom elsewhere. Rinse and repeat this pattern enough times, and the 'giant' will either go out of business or change their behavior as to woo you back. That's commerce. If your friends will only ever interact with you on Facebook (or any single online service), my suspicion is that they aren't really your friends and it's time to find some new ones.