Yes, one of the things that's most challenging, going back to their strategy, is that you'll hear Mr. Zuckerberg and Ms. Sandberg both make the point that this is their business and this is the way it works. If not, everybody is going to have to pay for the product, and 2.3 billion people around the world are going to have to pay for it, including in developing nations.
There are steps that can be taken in between that hold them to a higher bar in which they make a little less money.