I don't have an opinion, YET, since I've not been able to read up on this. But MarkyZ here is the least decentralized person I know next to some (other? ;-)) dictators, so I'm totally following your line of thought here and would be surprised if I would end up with a different conclusion.
The only one winning here will be FB/Marky himself :-) Again, not the content makers.
Yeah, although he will disguise it as "Public Service"
hehe
Cheers!