“Facebook didn’t have to resort to such cheesy tactics, but it similiarly has offered a curated set of free activities that have trapped people inside a walled garden, just like AOL.”
AOL mailed out diskettes to get people online, then kept them inside its own little world. People eventually noticed the real internet over the wall and left. Facebook built the same garden with better tracking. The difference is that AOL charged you by the hour, and Facebook charges your attention.