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Unfortunately Facebook has gone corporate, and when that happens you get higher overhead due to inflated salaries and tons of waste. This is how they're recouping those costs, and nobody should be surprised by it. Unfortunately for them this also means they're opening a door for "the next big thing"
evidently it's a tactic that is going to rile people. Not that I am a Facebook apologist - (I not so secretly don't like it) however if you compare this monetisation strategy to Linkedin offering the premium services it's not far off really. Once your 15 minutes is up you pay for reach ultimately.