Err, I don't think people are up in arms over the damage done to this one company. The story has legs because it implies that this is happening on a larger scale, and that Facebook is making a significant portion of its revenue from valueless clicks. Facebook should have had a system to avoid charging for such clicks, and if it doesn't that's a huge nationwide story. And it wouldn't be because they didn't realize they needed one.
The problem is that this is no different to Google.
It also earns a tonne of revenue through fraudulent clicks many by competitors. It's a big deal and Facebook needs to make attempts to fix it but the problem will never be completely solvable.
