The most powerful social network on countries around the world precisely exerted its tremendous dominance over the Internet to squash a potential competitor.

Facebook, which precisely announced it medians 1 billion daily users, is actively censoring any mention of Tsu.co. The social media giant has accused the sassy young startup of not complying with its spam the development of policies and now quotes every mention of the area attained on Facebook, Messenger, or Instagram as spam, censoring any pole that includes the areas URL( Tsu, the favourite Chinese name, is still authorized ).

While the coarse blacklisting of the area might seem like Facebook use its ability over online transaction to suppress a beginner, Tsu.co is no everyday social media area. While Tsu, like Facebook, is supported by ad income, the website promises to give 90 percent of that coin back to users who make original content on the area. What this entails is Tsu users have a fiscal incentive to promote their content more than the average Facebook or Instagram user, which can lead to spam or spam-like tactics for improving traffic.

Thesocial mediagiant has accused the sassy young startup of not complying with its spam the development of policies and now quotes every mention of the area attained on Facebook, Messenger, orInstagramas spam .

We do not allow developers to incentivize content sharing on our programme because it inspires spammy sharing, a Facebook spokesperson told CNNMoney. In point, Facebook has promised to allow Tsu posts and mentions of the area if Tsu incapacitates an app that allows users of Tsu( Tsusers ?) to post content simultaneously to Tsu and Facebook.

This would make sense if Tsu were the only area making this path. For one, many social networkslike Bubblews, 3Tags, and even big-hearted musicians like YouTubepractice some degree of content sharing with users. Second, Tsu labours the path the Internet runs. While most areas might not function in the paid-per-click modeling of Tsu, every content architect on any major area is at least in part being funded by ad revenue.

And theres a very good chance that ad income is owed in part to a sophisticated market campaign through Facebook. Data analytics conglomerate Parse.ly ascertained an stunning 43 percent of trafficking in human beings sent to its system of news areas came from Facebook, while Google only netted 38 percent. Similarly, a Pew Research Center report found 63 percent of Americans get their news from Facebook. Surely, according to Facebook CEO Mark Zuckerberg, one out of every five instants an American invests on a smartphone is spend within Facebook.

This impressive level of dominance over what content people recognize entails any architect of anything online is highly is dependant on Facebook for transaction. Note the mass freakout in the blogosphere when transaction conducted in accordance with Facebook shares began to slump earlier this year and distinctly dive in August. Sites that rely quite heavily on Facebook shareslike Thought Catalog, BuzzFeed, or the Huffington Postsaw massive lowers in Facebook shares starting this past summer, in agreement with the Awls John Herrman.

This fragile dependency, however, hasnt stopped such areas from embracing Facebook wholesale, with big name firebrands like the New York Times and MTV publishing their content directly to Facebook instead of precisely sharing joins. What else are your options when Facebook ensure one fourth of all referral transaction? Ignoring it means youll lose out on a large clump of ad revenueand being censored from it might even devastates you. As David Fagin wrote on the Huffington Post, being blocked from Facebook in this day and age is the equivalent of being kicked off AT& T in the mid 70 s.

This is the dilemma Tsu users find themselves today, and precisely why Tsus CEO and founder Sebastian Sobczak and his users have taken such umbrage to Facebooks decision to banish the company from its areas. CNN “ve spoken to” one user who posted 25 moves of bird-dogs every day on Tsu then advertised them for sale on Facebookan estimated 7,500 dog drawingsbefore they were drew for being malicious.

According to Facebook CEO Mark Zuckerberg, one out of every fiveminutes an American invests on a smartphone is spend within Facebook .

What such an onslaught of content can search a lot like is spam, defined by Facebook as communicating bulk themes, too posting joins or epitomes to people’s Timelines and communicating pal required to be people you don’t know personally. Much of that is implicit in the design of a area like Tsu. Because the site is both invite-only and relatively unheard of, it reaches sense that a segment of Tsus users would incessantly attempt to pull people on Facebook to engage with their content, as well as make as much content as possible.

But Tsu hasnt done anything evil by doing so. All the area has done is offer a seep down form of the same business modeling that pays for often of the Internet. If Facebook customer arent so pleased to see you both Tsu, they likely arent so pleased to see you both any from a long index of websites that exclusively exist to drive ad income. By impeding Tsu, Facebook is objection the notion that users and stages can do what publishers have been doing for a generation.

One reason for that is the editorial dominance books have over their social media behavior. This isnt just about shaping sure the area doesnt pole anything offensive, but also succeeding when and how often content is pushed through areas like Facebook. An individual Tsu user, tantalized by the promise of real coin as they are, might not impound the same self-restraint and cross the thin line between market and spam.

Tsu can work. A single baby from South Carolina posted a series of videos singing her daughter to sleep every night, which led viral and gave her the thousands of dollars of spending moneylater netting her a record treat. The website has furthermore ascertained notoriety with various personalities, such as rapper 50 Penny, who has over 131,000 admirers on Tsu.

But this shouldnt be remarkable. The people on Tsu are attracted to the service because it streamlines the money-making scheme that has built the modern Internetthe more eyeballs, the more coin. Facebook knows this story well, regularly topping inventories of earners from digital ad income. All Tsu is doing is taking the same model that acquired Facebookand many, many othersfamously rich and trying to spread it out among millions of users.

Ben Branstetter is a social commentator with a focus on the intersection of technology, defence, and politics. His task has appeared in the Washington Post , Business Insider, Salon, the Week, and xoJane. He listened Pennsylvania State University .

Illustration by Max Fleishman

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