Many publishers have reluctantly accepted the fact that social media is the new distribution channel for content. Others, like BuzzFeed, have fully embraced it by launching entire publications that exist solely on Facebook. But others are wary to give up control over the distribution of their content. In their parlance, they want to “own the pipes.” When publishers control the distribution, they also control how they make money from it. They’re not sitting around idly while Facebook, with its “walled garden” of content inside its app, slowly takes over the Internet.