From the comments, on Facebook

The problem with this paper is that it excludes, entirely, individuals and businesses who use Facebook as a (or The) e-commerce channel for their commercial activities. That’s a common mistake, especially in the US and Europe, where the platform is widely viewed as a means for non-commercial social interaction. But elsewhere in the world – especially Africa and India – it’s also viewed as a crucial commercial and trading platform (that Facebook is trying to leverage). Ask a Nigerian secondhand goods trader how much he’d accept to give up his account, and I’m pretty sure it’ll be more than $1k! Anyway, I touched on some of this back in April, here: https://www.bloomberg.com/opinion/articles/2018-04-19/emerging-markets-can-t-quit-facebook

That is from Adam Minter.