What dematerialization? Facebook's entire business model is advertising, in other words: getting you to buy things. It used to be Google's and Amazon's entire business model, too, until they diversified into cloud services.
It's the exact opposite of dematerialization.
Edit: To clarify, I'm not at all against these things. On the contrary. My point is that among those people most vocal in demanding (sometimes radical) change from others, I frequently see a complete lack of self-reflection.