This is true speaking from the content owner's standpoint. I was speaking from facebook's standpoint. However, I don't know if the best way is for companies to avoid this, because once other sites get on board, you'd automatically be at a disadvantage (in terms of marketing and readership) by not jumping on board. I think the strategy to go about it is to leverage facebook's network and create hooks to draw readers who initially read articles from facebook back to the site.