If the products match what you need or want, why would you refuse that?
It's not in FB's interest to make honest recommendations. If Bob's Burgers is paying $1000/mo in FB ads, but Karen's Burgers keeps being recommended as the "good burger joint", how long before Bob stops buying ads? And why would Karen start buying FB ads since she's getting exposure for free?
How is this any different than the approach laid out by Google Search? AFAIK, Google isn't suffering in the "search ads" department.
But then the wise man, who had much to learn, discovered that ads pay per view and click, and just like nobody reeps in a barren land, just like nobody pees against the wind, nobody advertises where the users aren't.
The users, to much a surprise, were at the website which valued quality.
The old village wise man learnt that Internet is powerful only in consensus. That what worked at his tubewell, will never work with running water. What worked at his ice factory, will not work for refrigerator.