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Exactly.

If the first argument for Facebook being evil you think of is "They filter marketing messages I hoped to be able to bombard users with at no cost, irrespective of whether they actually showed any interest beyond once clicking a like button" you're probably worse than them...

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If you didn't want to actually see the updates from a page you liked it was (is?) simple enough to mute it in your newsfeed. It's not different than emails from a website where you bought something. If the emails are occasional and even relevant, you'll probably let them be. If they spam you every 3rd day, you'll unsubscribe. If anything, rate limiting the updates from pages only encourages them to post more often, in hopes of getting through to more people.

Or company won't spend as much as they used to get those "likes". Do pizza companies still give out free pizza to get users to become a fan of them?

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