Build it and they will come No Longer works in the Current Dispensation of Ad-Blocking.
The way you are pointing out(Its FB's view after all) is that FB has an altruistic reason/rationale behind pushing more folks online.Of course,they are in it for the Money.
However,the old model(which FB and Google benefitted from)-Selling Advertisers Eye-balls is dying as we speak because of Companies like Shine Technologies who are tying up with Mobile Networks like Digicel,Three UK,etc to BLOCK all Ads on their Mobile Networks.They believe -"We Don't believe that Consumers pay for Data which is then used just to view Ads".
Please see the following articles below which illustrate this serious issue-
And I agree wholeheartedly with their opinion and Feel very stongly why should Consumers pay to have their Tiny Screens constantly bombarded with Ads?
Been Choice(one of the companies profiled here) seems to have the right idea,I have similar ideas piloted in India and China today(via companies like Tata Indicom,Micromax,China Mobile,etc) where the Consumer is PAID to view ads.
Sometimes in the form of Phone Credit,Sometimes in the form of Amazon/iTunes/Paypal Gift vouchers,etc.
This way,Consumers views are taken into consideration and they get compensated for the Data that they have to pay for viewing this Data-Hungry Video Ads.Unfortunately,FB and Google have very little role to play here (if Telecom Companies start pushing only their own Advertising Networks/Aggregators on their own Data Pipes).
One wonders how /why these companies have struggled to understand this basic concept for so long.