The comparison to Facebook is not fair. Facebook is now profitable and Microsoft online services are not. Facebook was never in the red to the tune of 2B a year. Microsoft online services had a multiple year head start on Facebook.
Besides, the whole independent division comparison to a whole entity is a little ridiculous. Every company, including Facebook, spends a certain amount of cash flow on R&D, it's a competitive necessity. The fact that Microsoft structures a large part of their R&D into a division shouldn't necessarily be the fault of the division when they don't immediately turn a profit.
As long as they are meeting their internal (revenue/profit/growth) goals, I don't see the problem with giving out bonuses and rewarding the players involved.