By now, it’s obligatory we weigh in on the “Whopper Sacrifice” Controversy.

We’d love to offer a contrarian take on the matter and say that Facebook made the right call.

But we can’t.

For the uninitiated, Burger King recently created an application allowing users to remove ten friends in order to get a Whopper coupon. The media frenzy was payoff enough for BK, not even considering the users who actually took the deal. Then Facebook killed the app.

The reason? BK was sending notifications out when users were removed- apparently Facebook no-no. Why a separate notification was objectionable is beyond us. But it does show that Facebook’s byzantine TOS is created to serve their own purposes, not those of brands.

If Facebook ever wants to achieve real revenue, it will have to change its mind on issues like these. The BK offer was launched on the Developer platform, not through Sales. But it still points out that Facebook needs to change its attitude. Until then, opportunities will continue to be sacrificed.