[PaulHoule]

It makes me think of the early King Games phase when it was highly effective to market a game virally by flooding players status with notifications about their progress in the game -- back when Facebook had a lot of user engagement but no real business plan.

Once they understood what their business was they were happy for you promote your game on Facebook but only if you paid them. So that channel got closed off, or at least was no longer a low-cost approach to marketing.