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This is correct, it's monetisation, not commissioning. Facebook isn't paying to produce. It's paying for driving views and clicks on ads, regardless of how. It's like if I hire a taxi driver to come to my house and drive me to the airport, and the taxi driver happens to run over a person in the process. It would be ridiculous to write 'he hired a driver to run over a person with a car'. However, this also doesn't fully capture the reality of what is happening. Let's say I routinely get a taxi, and taxi drivers routinely hit people because I happen to have a policy where I only pay them a large sum if they get to the airport impossibly fast, and the fastest way is to drive dangerously. Suppose I notice that every time I get a taxi, someone is run over because of my payment incentives. Suppose I then write a statement that says I will not pay the taxi if they hit a person. Suppose it keeps happening anyway, and I keep paying anyway. And suppose I benefit directly from this financially, because getting to the airport faster saves me money in missed flights. Suppose I then do this on a worldwide scale involving many millions of people and create a market around this of tens of billions of dollars, suppose it's having a significant effect on public health and safety worldwide? I think it's fair to then use more explicit language to hold me to account. I am financing death and destruction after all, even if technically I'm 'just getting a cab'.