What behavior? All the article describes is the consequence of a single platform becoming the main portal for the majority of people on mobile. It&#x27;s not like Facebook goes out to publishers and tells them &quot;write dumb nesticles with embedded native advertising, so we can ruin media forever! Muahaha!&quot;. Media discovered the magic cheap formula and ran with it, the same way TV discovered &quot;reality TV&quot; was the best bang for your buck. We don&#x27;t blame cable companies for that, right?