Eat24 is a food delivery service, with a pretty sizable following on Facebook. All that is about to change.

From the Eat24 blog:

Dear Facebook,

Hey. It’s Eat24. Look, we need to talk. This isn’t easy to say since we’ve been together so long, but we need to break up. We’d love to say “It’s not you, it’s us” but it’s totally you. Not to be rude, but you aren’t the smart, funny social network we fell in love with several years back. You’ve changed. A lot.

Eat24 spent years accumulating fans and likes on Facebook and is so upset with changes Facebook is making, they are deleting their entire Facebook presence.

From the linked re/code article:

The crux of the problem lies in a number of changes Facebook is making to its News Feed algorithms, according to recent reports, that when implemented will drastically reduce the number of people who will see a marketer’s posts.

Instead, it’s a way to shift marketers over to actually forking over cash to Facebook by paying to promote their posts to their thousands — or in some cases millions — of followers.

Both the blog post and the re/code article are fascinating reads. They each touch on the issue of Facebook being a huge battleship making a very slow change in direction, from accumulating followers to reaping revenue.

As with any major change, there will be breakage. If Facebook’s new algorithms and revenue model provide value, Facebook will succeed. If not, Facebook will either find a better path or will slowly fade in significance.