I risk playing into the annoying stereotype (I quit Facebook and I can't stop telling everyone about it), I
have felt an increased pull back to the service lately.
Not because I have any renewed interest in the site itself, but because more and more websites and apps using Facebook login as their primary registration/login mechanism (with some sites eschewing "register via email" completely).
A more egregious example is Stellar distributing free "money" to Facebook users. And not just any Facebook users, but Facebook users who are deemed sufficiently active, given some threshold on friend count or activity.
Giving Facebook reign over some official-sounding Internet.org portal is yet another attempt to entrench Facebook as a gatekeeper.
The utility of Facebook for consumers is no longer using the Facebook service itself -- which at its core was looking at friends' photos (Instagram & Snapchat do it better), reading status updates (Twitter is arguably better), checking into places (who cares), and viral casual games (mobile does it better) -- but rather using it as an identity service.
I'm uncomfortable with Facebook playing the role of the de facto online identity verification service, but that's where we're at.