Right? And it's not like the equation changes, for advertisers. The only difference in this scheme than the current one is that it doesn't allow for such severe money-pooling. Still some! Obviously facebook would have a great and well-vetted network of advertisers that they could connect you with, which would surely incur some maintenance cost. But being able to opt-in to someone's ad services would be just another way to prove the cost of a service (in this case, social media) to consumers. It's just wins, all the way around.