The populace view of facebook on why social sharing works and their outrage rollback business model is generally understand.
The facebook ad experience does not make your friends who liked Walmart look cool. As a channel, fb was understood as leveraging enormous about user demographics to advertisers that made the data work. This breaks down though as everyone uses facebook, but customer and consumer patterns are not "alike".
Normals don't like that the facebook experience doesn't end when they leave facebook. A facebook offsite ad network, would be the most dynamic ad data platform ever, but a dagger in the heart for the facebook brand.
What's different this time?