There's no way there's any "right and wrong" or any "should" about this. Also, middlemen save me money all the time. Without my grocery & retail middlemen I'd be out there trying to find an apple orchard, a dairy, a tailor, all by myself, and hassling them to sell me quantities too small to make any money on. And that's just the first dumb example I thought of. There is value in aggregation and in making connections and in brokering. My middlemen make me richer by me paying them. That's why middlemen have been around since there's been commerce and why you can't engineer them away. Engineering them away is just doing it cheaper, beating them in the "middleman services" market and becoming the new middleman.
Facebook is a shit middleman that doesn't provide enough value to me, so they're not included in this.
Well it's not always inefficient to have a middleman (sometimes it's more efficient, like in my example above), so you can't say categorically either "with a middleman" or "without a middleman" is always better, i.e. "right."
Also, let's say we're looking at one of the times when the middleman is less efficient. Even if a customer wants to take on those inefficiencies on purpose, we can't judge that person as being "wrong" because they might have other reasons. It's more complicated, is all I was really trying to say.
Facebook is a shit middleman that doesn't provide enough value to me, so they're not included in this.