Companies should understand they’re not entitled to profitability.

Have you bought an ad in a traditional publication? The process involves an editor (human) reviewing the ad, which can be rejected or sent for rework for a variety of reasons.

Facebook automates away that human interaction, which enables it to operate at a scale, and with a cost structure, traditional publishers cannot. It also seems to enable a lower quality of advertising (possibly propaganda).

Maybe requiring Facebook to human review ads would suffocate its business model. That’s Facebook’s problem to figure out.