I agree. I can't see how anyone would imagine that Facebook aren't working hard at their job, which is, in fact, delivering ads and making people click on them. Or that all that investment is spent paying smart people to have fun and sow the seeds of happiness worldwide, and every once in a while pay a little attention to the business model as an afterthought.
I would really, really appreciate it if someone could explain to me why we ever applied the term "conspiracy theory" to the common-sense assumption that a for-profit company's business decisions are motivated by (gasp, shock) profit.