The metaphor from the article is getting free food if you worship my god (like a colonial missionary).
For the well example it's a quick jog to a man handing out sealed bottles of branded water. The library is curtailed and pre selected and the water is not open but closed and walled within Facebook.
Honest question: By extension, should you then not up vote when you agree? The FAQ and guidelines does not mention any special rules about up- or down voting (except for not asking about them and comment on them).