Well put @surgo. Thank you.
By including the above comment, "All of us, when we are uploading something, when we are tagging people, when we are commenting, we are basically working for Facebook," my intention was to imply that we are "working for Facebook"...for free. :)
Well, I don't mind working for Facebook as long as the payoff is there - I mean, they are supplying a well-developed platform which allows me to stay in touch with my family, manage my social circles, and expand my business in a very active way.
Steam doesn't do half of that yet. There's no way to stop seeing particular tags from my feed, for example.