Firstly, imagine how many users Facebook could have brought online with this same spend if they had diverted the budget to subsiding first-time users like how Aircel and others have done. By some estimates, two-thirds of India’s online users already access at least one of Facebook’s properties (Facebook itself or WhatsApp) once a day — widening the funnel without any artificial constraints would have inevitably been a net-win for Facebook given this monopoly dynamic.