That graph amuses me. Notice the benefit to users continues to climb, even if the benefit to "facebook and other companies" happens to climb faster. So even though it benefits you more and more, you will deny yourself that benefit because it happens to help facebook too?

Of course, it's just a made-up graph, and his very first sentence implies the line is really trending downward in his opinion, but I'm always intrigued when an instance of the Ultimatum Game happens in real life:

http://en.wikipedia.org/wiki/Ultimatum_game