I'm missing something though when comparing to Facebook (And I totally agree about the rewards that should mainly go to the users providing the content, I'm not defending Facebook :). I just need more understanding):
There is the content part, which is now rewarded by upvoting (and will get bigger with SMT).
On the other hand, there's 'our' behaviour: we like posts, we have friends, we go to events, we post about topics (, we visit other sites outside the eco-system, we buy products outside, the eco-system, ...). That information is very important to advertisers. And easy to sell in a centralised system. How do you extract this information on a platform like steem?
Who gathers and exploits this?
We want to exclude a mediator, so this would mean this behaviour (or at least the behaviour we want to be open about) should go straight to advertisers? And rewards should come back from them straight to the individuals?
I don't see that yet :). Technically but also on a more functional level.

Any ideas?