I think Facebooks business strategy how to make money was pretty clear at that time as well. Just remember the [Facebook Home](https://en.wikipedia.org/wiki/Facebook_Home) Android launcher that allowed the company unprecedented access to the data on the device. https://gigaom.com/2013/04/04/why-facebook-home-bothers-me-i...
The one whose business idea it is to lock up all the world's information?
The one that, together with Quora and Instagram, shove a login screen in your face when you haplessly click the wrong link? When all you really wanted some some local business opening hours or contact information?
The one that already owns your contact information, and aren't afraid to tell you so, because they tricked any one of your friends into letting their app suck their contact book dry?
Carmack also wanted to sell because he had built businesses before and wanted to focus on the technology without having to deal with survival.
It wouldn't surprise me if Luckey believed that would be the outcome. I think Zuck's strategy as CEO was also less clear then. Today it would be obvious, back then though, I'm not so sure.