“If you haven’t posted anything personal on Facebook in awhile, you’re not alone. A damning report published by The Information on Thursday revealed that Facebook has been struggling to reverse a 21% decline in “original sharing,” or personal updates, from its 1.6 billion monthly active users.”—Fortune.com

This is on top of additional reports to that Facebook is further diminishing the reach of brands in users news feeds to ensure that used see more posts from friends and family.  

Maybe the pendulum is beginning to swing back toward the World Wide Web proper and away from "walled garden" corporate sites.

This would of course be a great thing for the web, because people are starting to believe Facebook is the web; and don't consume any content outside of the platform.   

 

 

I shared this post on my site which addresses your position. http://www.cbpublish.com/cbp-business-jaron-lanier-why-facebook-isnt-free-stop-giving-it-away/

Content will always be the way to build. However, once you peep this maybe this is where Facebook will actually head... then again probably not.