Sadly, competition is difficult to flourish in the current environment because of Facebook's market share and tactics.
It's not as bad in the US compared to other countries especially developing countries where Facebook is pretty much the only online channel. Sometimes, people only have access to Facebook and not the rest of the internet.
It's about pride. Not everyone has pride in their work, in their person, or in their actions.
I once worked with one of these "good enough" people. He bought his wife the cheapest things because they were "good enough." All he was focused on was the ticket price. Not the quality. Not the workmanship. Not going with a good company instead of a bad company.
It's become more common these days in everything from consumer goods to personal behavior. There was an article in the newspaper yesterday saying that sales of Folger's Crystals is up 14%. It's "good enough" coffee. There's a congressman up for re-election right now who admits to having an affair with an intern. His campaign doesn't hide this fact that would have made him un-electable ten years ago. His behavior is "good enough."
It's like all the Facebook and Google employees who are working on things that make the world a worse place. They're making money, so that's "good enough" for them. Someone else can be moral.