The problem is also that the content they serve is displayed on the consumer's property (computer). The owner of the computer has the right to select what portion of the crap he's been served will be displayed. If Facebook (or any other company that relies on targeted ads as a business model) do not like that, they have the right to not send their content to the consumer's property. But, once they send it, they do not have right to force me to look at it. (Not a legal opinion, I'm just giving my perspective)