But on a publishing platform where a posted article can have millions of viewers with no connection to the author who would miss out on important context... that won't end well.

There's a difference between Facebook facilitating private communication between individuals and small groups with inherently limited information-spread (e.g. phone calls, emails, IM) and Facebook operating a publishing platform that allows for mass communication. The problems we're seeing today stem from that very same mass-communication publishing platform being used as a state-level propaganda tool to sway public opinion (e.g. Russia discouraging Dem-leaning voters in 2016) at one end, to Facebook knowingly allowing and facilitating extremist groups to operate on their platform and coordinate real-life terroristic assaults at the other end.