[loceng]

It's not really free distribution though. People are on the internet, and Facebook is on top of the internet; People aren't stuck on Facebook. I disagree with the importance to Facebook of having brands integrating with Facebook. A 'Like' button on a brands' website is extremely valuable to Facebook's brand, to strengthening that ecosystem, etc. - and is one mechanism the brand used to promote Facebook and getting them into their 'live newsletter.'

[gtd]

How is it not free distribution?

[loceng]

Facebook alone didn't cover all costs of bringing users, and keeping them, on the platform. Businesses spent money too, marketing dollars, marketing space, etc..