This article first appeared in my column at Inc.comFacebook's goal has always been the same: to get its users to spend as much time as possible on Facebook. That makes sense, the more time someone spends on Facebook, the more the social platform is able to use their activity to learn more about them. It also means there are more opportunities to show them relevant ads. That's not unique to Facebook by the way. Neither is it nefarious, at least, not on its face.