Can anyone think of good aspects about Facebook adverts?

[Taking a walk on the wild side]

I'm a PR student and have to write a paper about how controlling Facebook has become, due to its usage of our personal info in order to target us with specifical ads.
I now need to "defend" Facebook and give some explanation of why this acess to our info to target us more precisely is NOT as bad as it seems even if it is currently occuring. What good aspects of facebook ads targeting the users could I mention?Or at least anything that can help me improve Facebooks image? For example, I already defended FB saying that after all the Help Guidance area on the website tells u in advance that your information and likes etc will be used to target u so its not like they are doing it behind your back. Any other ideas? cheers x

[Dubsidium]

Facebook adverts. They allow us to use Facebook for free.
Adverts pay facebook, we don't have to pay.