Net Neutrality at its finest
Deals like "Free facebook access" are exactly what net neutrality is all about. Preventing large companies from being able to pay to keep competition away.
The whole topic is so painfully ironic when companies like Facebook, Google, Amazon, Netflixs et al get involved - all of which benefited from being start-ups with a disruptive technology, but all of which have now grown to such enormous proportions that they are, to some degree or another, now attempting to pull the ladder up after them.
It's the job of government, or the regulator, to prevent that ladder-pulling.