Comment by teddyh

Not necessarily. Businesses are usually fine with making things worse for themselves if it also impacts all of their competitors, preferably even more. That is, as long as a business comes out a bit more ahead of their competitors, a business is usually just fine with making something worse for everybody.

So, even if a business currently gets a lot of revenue from Facebook, as long as a business thinks that other businesses in their field are more dependent on Facebook than they themselves are, they should be fine with Facebook declining.