Actually, they're just forcing businesses that have pages to pay for ads.
Like if you have a well known page that has grown through shares and likes, you'll be needing to pay money to reach the people that have liked your page.
I don't have a problem with Facebook asking people to pay for the value provided, especially if it actually increases my utility of it as a user. (Which, admittedly, I'm not anymore - partially due to this problem.)