Frederic Filloux compares the current situation with Facebook to the collapse of the tobacco industry in the 90’s. The first comparison is the denial of intent:
Facebook never sought to be the vector of in-depth knowledge for its users, or a mind-opener to a holistic view of the world. Quite the opposite. It encouraged everyone (news publishers for instance) to produce and distribute the shallowest possible content, loaded with cheap emotion, to stimulate sharing. It fostered the development of cognitive Petri dishes in which people are guarded against any adverse opinion or viewpoint, locking users in an endless feedback loop that has become harmful to democracy. Facebook knew precisely what it was building: a novel social system based on raw impulse, designed to feed an advertising monster that even took advantage of racism and social selectiveness
The other comparison is with Facebooks intrusion into the third world:
As in the 1990’s, when Big Tobacco felt its home market dwindling, the companies decided to stimulate smoking in the Third World. Facebook’s tactics are reminiscence of that. Today, it subsidizes connectivity in the developing world, offering attractive deals to telecoms in Asia and Africa, in exchange for making FB the main gateway to the internet. In India, Facebook went a bit too far with Free Basic, an ill-fated attempt to corner the internet by providing a free or nearly free data plan. Having some experience with Western colonialism, the Indian government rejected the deal.
More information to add to the discussion regarding sharecropping and Facebook.