There’s an argument that it’s not Facebook’s job to fact-check the growing flood of fake news coming at us through its portal. After all, Facebook is just a set of pipes delivering something and is not responsible for the content. Nebulous others have that responsibility. However, Facebook is in the business of delivering content to a wide variety of people for a multitude of reasons. Businesses have an expectation that Facebook will deliver to them readers with a potential for making purchases or otherwise engaging with brands.