Why not share the revenue?

Facebook's utter lack of imagination continues to astound.

Here's a snippet of a redline showing select, key language in Instagram's proposed new terms of service, marked against its current terms.

It's no pat on the back to say I saw this coming. Everybody did. But just for fun, check out this parody post from last spring.

Regarding the warning that Facebook will not share with the user the ad revenue Facebook derives from use of the user's likeness and content: why not?