For years Facebook has maintained an imperious and stony silence against pleas from users and victims about its most objectionable content. But on May 27th, Facebook finally flinched. And then it cratered, caved and capitulated in the course of a single phone call after a one-week #fbrape campaign by the smartest feminists on the planet. In the end, it was all about the money. WAM (Women Action Media), feminist Soraya Chemaly and Everyday Sexism in the UK took direct aim at Facebook's advertising revenue stream. They publicly showed major advertisers their own paid ads prominently displayed ... on horrific rape-oriented Facebook pages. It was too much for Nissan and the insurance giant Nationwide, which both pulled their ads immediately. Organizers then aimed a blistering barrage of social media messages to Dove, American Express, ZipCar and other brands, demanding that they too withdraw their ads. Why did Facebook move so swiftly to staunch the bleeding? To put it simply, it had to. Advertising dollars are the octane that fuels Facebook. The #fbrape campaign organizers seized on the key paradox and gaping vulnerability in the advertising model. Although monetized like a titanic broadcast network, Facebook's content ethic is actually stuck on [a] frat-boy setting. A striking mismatch exists between the chaos generated by a billion content up-loaders and the brand discipline demanded by multi-billion dollar advertisers. No advertiser can risk having its brand associated with violent rape, gore, or child abuse porn, all of which are widely disseminated on Facebook by an army of trolls and goons.