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Right, except in this case Google and Facebook are not paying the people who create the content (so-called "users")^1, however Google and Facebook are the ones getting paid by the advertisers. The so-called "users" are also paying for the internet access and bandwidth over which the ads are delivered.

In sum, the "users" are the ones paying for the costs of this particular advertising vector (the internet and web).

1. In most cases. There are exceptions where original authors can get a cut of Google/Facebook's take.

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Actually, Facebook does not share any of their ad revenue with their Facebook "users".