[vmception]

You explained it, its Facebook's only choice.

Facebook didn't make a compelling argument, only that they felt obligated to attempt to use all available remedies to retain their advertisers and show their shareholders that they tried. It is a ridiculous use of public resources, but the FTC didn't give any indication that is was a valid complaint. Facebook didn't make an argument, only an observation that the feature would hurt their revenue. Kind of like "by the way it would be nice if you found some impropriety in how they rolled this out, we aren't aware of one, but would be adversely affected whether its all above board or not, okay thats all we got moving on".