In its aggressive campaign for Free Basics, couched in simplistic developmental language, Facebook underestimated the political sophistication of the Indian public. It must be regretting it now. The social networking service’s reportedly Rs. 100-crore campaign, through double full-page newspaper advertisements, billboards and television, appears simply to have congealed public opinion against Free Basics. Everyone seems to be eager to discuss and write about what is wrong with Free Basics. When the regulator had last called for Net neutrality-related inputs, in May 2015, the opinions were relatively more divided. If they are so much more polarised today against Free Basics and Net neutrality violations, the manner in which Facebook pushed this campaign does bear some responsibility for it.