Facebook is billing its news feed revamp as a way to make content more engaging. But even half a glance at the changes shows what's really on the social network’s mind: advertising. CEO Mark Zuckerberg might have repeatedly spoken about making the user experience less cluttered and more personalised, with a greater emphasis on photos. But what he was really saying is that users will now spend more time on the site and ads, typically image-heavy, will have greater prominence. The line from Facebook is that all content will be treated the same. That includes ads.