But contrary to popular thinking the real challenge here isn’t the monetization model, it’s leverage. What makes Facebook so powerful when it comes to content distribution is that it fundamentally doesn’t care. It doesn’t care which videos a user watches or likes, when and how they watch it, or really, whether they watch video at all. Facebook just cares that its users are on Facebook. The watercooler matters far more than the content. And as one might expect, this will create a serious challenge for any content owner looking to achieve an economic profit through social feed distribution.