Earlier this week, restaurant chain Eat24 made a splash on Facebook with an open “breakup letter” to the social network, revealing plans to shut down its Page due to declining reach of its posts, and the sense that Facebook was forcing brands to pay to reach their own fans. A well-trodden argument in 2014, but what’s surprising is that Facebook’s director of communications Brandon McCormick responded in a comment on that post. It’s fair to say he wasn’t in a conciliatory mood. “I was bummed to read your letter. The world is so much more complicated than when we first met – it has changed. And we used to love your jokes about tacquitos and 420 but now they don’t seem so funny,” he wrote. “There is some serious stuff happening in the world and one of my best friends just had a baby and another one just took the best photo of his homemade cupcakes and what we have come to realize is people care about those things more than sushi porn.” Although in the spirit of Eat24’s original post, the jokey style nevertheless also appears to reflect Facebook’s serious strategy around brands and Pages – that their posts are more ads than regular updates.