That comes from products advertised through FB, most of which are marketed toward the roughly 1 billion wealthiest residents of the world: US, EU, Japan, and a few other rich countries.
Some complex maths suggests this works out to $117 per individual ($468 for a household of four), whether or not they use Facebook.
Facebook is not without costs, either in direct monetary support or externalised costs of the network.
Facebook tracks individuals outside of its platform, including those who do not have accounts on the platform at all.
The fact that participation has no gated cost is an intentional design of the system --- Facebooks users are the product sold to Facebook's customers, the advertisers.
People have a right to criticize and protest independent of whether they are customer, product, unwilling supporter, or collateral damage.