Who does Facebook serve?
Facebook used to serve its users - it's audience. But now it has transformed into a massive organisation with a new master...and that master is certainly not people; it's not you, nor I.
Facebook as a serving is no longer doing what it used to say on the box.
To better explain, here is a former Facebook employee - effectively disassembling Facebook's internal ideology for us all to draw our own conclusions from.
Well worth the 20 minutes to watch.