I do not understand facebook. I avoid it even personally. But I believe money is there, because there are people.
But it was never good idea to have your property on their pages and if Facebook is harder now it is only good for the people without proper webpages on their domain, because they are forced to make the website and the business might become a bit more stable. Of course most projects will fail during transition.
I think one of the reasons of the new approach is that Facebook will come to gambling industry more and more and he does not want competition.
I personally do not know why Facebook already does not have affiliate deals with major brands.
If you talk to God, you are praying; If God talks to you, you have schizophrenia.