I'm not a big Facebook fan or anything, but this seems like a predictable development. A user's attention and newsfeed real estate are limited resources, while the number of pages they've liked increases with time. If ALL business pages reached a large percentage of their followers for free, the typical newsfeed would be inundated with promotions. It's a natural monetization point--Facebook makes more money (which is the main purpose of Facebook), and their users are insulated from seeing too much marketing content.
If you want to reach people reliably, build a funnel that you control. Facebook/google/service X can all be valuable components of this funnel, but none of them should be the foundation.
If you want to reach people reliably, build a funnel that you control. Facebook/google/service X can all be valuable components of this funnel, but none of them should be the foundation.