Was kinda inevitable though. Before that everybody was making huge amounts of money off Facebook... except Facebook. Really spammy "publishers" like Zynga were cleaning up.
Was the end of the "if you build it they will come" era. Around that time Google's enclosure of the web was well underway and the black hat SEO masterminds I knew were switching to AdWords.
It's true that some kind of monetization change was inevitable, but I wished at the time they had executed differently. I just wanted fans who wished to see our posts to see our posts, no more, no less. The only options FB gave were to reach far fewer people (do nothing), or to push ourselves on an unwilling audience (boost posts into ads). No option to just pay a monthly fee to have it like it was.
So, while inevitable, I think it's still a good example of why one mustn't trust big corporations with one's work.
From their viewpoint, Google and Facebook are not in the business of giving anybody traffic for free. Of course businesses divide into categories including ones that are trying to sell something directly who can pay more and those that are trying to get attention to place their own ads from the viewpoints of the platform that is an arbitrage play that they'd like to eliminate.
It's awful but true. I dropped out of large-scale web publishing around 2013 or so because I saw the writing on the wall.
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