I think once you start thinking about the scope and scale of the problem, you'll start to realize how difficult it is even without the question of money involved at all (but yes, money does often complicate things).
You have to remember that this is a global service cutting across all cultures, countries, governments, and circumstances.
At some level, it becomes trying to design a system of governance that cuts across all those things in a scalable way. This is a problem where there is very little precedent.
The original sin in my opinion was Facebook charging ahead with a historic rate of growth without building the rails (moderation systems, governance, etc) to support that growth.
However, that ship has long sailed. Facebook is already massive now. It's easy to say with hindsight that the problems were obvious and to be expected. But the pressing question for society now is what do we do about it?
Not just for Facebook but for all similar services - of which Facebook isn't the first and it won't be the last. And what software solutions will the industry invent to combat some of this stuff? Who is building it? How much is shared? How much is driven by regulation versus this stuff becoming a competitive moat? etc etc.
It's a very interesting question and I look forward to progress in the area from all levels, including our legislators (whom I have little confidence in, but I'm an optimist at heart).
