Earlier quoted context omitted.
Facebook can say a lot of things, but I bet the publishers also have their own numbers and they are the ones who pushed for this deal.
They could have blocked Google and Facebook at any time. They didn't because they know the value is important if not existential. What they want is for Facebook and Google to be forced to list them, but also forced to pay for the privilege. If they failed to craft or pay for legislation to that end, it was nothing more than a mistake.
Most likely this deal benefits the biggest stakeholders only. Small players would cave into opening up to FB/Google.