Web 2.0 - Internet users are like dairy cows, the Tech Goliaths are the farmers, advertisers are milk consumers.
Many people are earning money with YouTube channels and websites and blogs through Google AdSense. Some people are making a living (and even more) with their YouTube channels and websites/blogs. So not every user is a "cow" in Web 2.0, but Facebook is definitely a "milker" for "cows", and it works very well. There are many "cows".
The crumbs Google allows to fall from the billions they generate are the absolute proof of how broken that system is. Creating a few content millionaires whilst earning billions from the work of others is trivial.
I do not say that what Google do is good, but still better than nothing. For example Facebook does not give money at all to its users.