Facebook has monetized access to online content. The mobile apps make it difficult for you to actually leave Facebook to follow a link, which means Facebook is increasingly showing other people’s content, bypassing the creator’s own ads (and their “subscribe” and “comment” and “contact us” and “archive” buttons). As Internet comedy writer Matt Klinman puts it:

The problem is that Facebook is our editor and our boss. They decide what is successful and what isn’t successful via seemingly meaningless metrics. They hide behind algorithms that they change constantly. And it seems to me that they are not favoring things that are high-quality — they are favoring things that are clickbait, things that are optimized for Facebook, low-quality things that appeal to the lowest common denominator and, honestly, just things at random. —Splitsider.com