Come on, not all their revenue. Facebook has been taking the ugly easy way forward for way too long. How many of these messy features were rolled out after Facebook already built its userbase on the strength of features people actually want? If a TV show or some other media platform switched around on us to the extent Facebook has, we'd have stopped engaging long ago.

I would wager that the primary reason the majority of people are on Facebook (unlike Twitter and Instagram) is still the original reason: to be connected to people they already know. Facebook wants to leverage and interrupt that as far as possible, as far as we will allow.