I think Philip Morris would not be wrong here. The problem here is the difference in values that individuals have. A lot of us might think of wasting time of Facebook or Casino is a bad idea but for many people it would not be the case. Facebook is essentially competing with Snapchat, Youtube, TV for time and if Facebook wins it means they are offering more value than others. People aren't going to read more books or get new skills if Facebook deliberately rations their user's time.