Maybe I'm cynical, but I would think this has more to do with the cost of ads going up so much. If you were already thinking of reducing spend on FB, why not get a little PR out of it?
Also, since the cost of FB ads has been going up over the last several years, that means there is no shortage of demand for ads on FB.
Also, since the cost of FB ads has been going up over the last several years, that means there is no shortage of demand for ads on FB.