I would be perfectly happy to pay Facebook a decent markup on their services I want to use (Assuming that I do not have to receive services I do not want. For following my friends' status, some groups and private messaging, on the Facebook scale, I would expect a few dollars per year to give Facebook a _very_ decent markup). Obviously, Facebook is not interested in this deal, but prefers keeping me their product instead of their customer. Which, in my opinion, gives me every moral right to game their advertisement machinery to maximize my personal wellbeing (or to be more precise, minimize the damage their machinery makes to my wellbeing.)