Differentiation and bundling is something you see in many areas of the tech sector. Facebook doesn't open up their platform and infrastructure for anyone to access however they want. They carefully control the points of entries onto their service, and affiliations with other services, etc.
At the end of the day, users are willing to pay, e.g., $15/month for Netflix, and don't care about who gets what part of that money. Fights over net neutrality and copyright are about how this $15 gets split up between: content creators, infrastructure providers, and user-facing websites.
[1] If you look into the actual finances of cable and fiber, you'll find, for example, that both Verizon FiOS and Charter would be losing tons of money if they didn't bundle video services along with internet access.