Facebook vs Publishers. How can this even work?

Re @monkbent's "The Facebook Reckoning"

The ads Facebook would place on traditional publishers' content wouldn't be native. Just better targeted display ads - but as annoying as their less evolved brethren.

On the other hand, Buzzfeed and Buzzfeed-like publishers could keep charging for creating native-advertisements - now to be shown on Facebook; possibly without sharing revenue with Facebook.

The first group will still go broke.

The second will make Facebook sour.

How can this even work?

Update: It sure would be fun if Facebook ended up charging a 'hosting' fee.

Update 2: Publishers will just be used as tools for Facebook to maximize engagement. Placing ads on their content will be icing on the cake. Adding insult to injury.