Imputing & dismissing a large fraction of your audience, or friends of your audience, as "deplorable" is not a wise marketing move. They may be 50+, they may watch Fox News, but they consider Breitbart a canary in the coalmine, and may prove quick to throw their not-inconsiderable weight behind cheesy non-sequitur upstart quietly years in the making.
Again: grandparents aren't going to abandon a website en masse, a website they use primarily to view photos of their families, just because they certain ads are not being shown.
Not stories. Not shared posts. Ads. They will still get all the ads they want to their hearts content from right-wing sources should those companies buy ad space, it just won't be from knowingly bullshit sources.
Breitbart? No. Rebel Media? No.
WSJ? Yes. The Hill? Yes.
It's not difficult to understand, and it isn't going to change anyone but a handful of nutball's facebook habits. There's no alternative platform in this space that isn't app-first, which eliminates it from consideration for generations that are and will continue to be desktop-first.
