A patent doesn’t grant the assignee the right to use a technique. It grants them the right to keep others from doing so. Whether or not this patent is granted, a separate mechanism, such as regulation or legislation, would be necessary to prevent Facebook from employing the methods it claims — unless someone else, who could afford to litigate it and wouldn’t license to Facebook (a ”non-practicing non-licensing entity” (NPNLE), or “benevolent troll”?), had patented it first.