Last week, I was scrolling through Twitter when I was stopped by a headline. From snowy Davos, Salesforce CEO Marc Benioff was telling CNBC that Facebook should be regulated like a tobacco company.

I wasn’t surprised by the analogy; I was surprised by who said it. I’ve been hearing that argument from the folks who run television news networks, newspapers and print magazines since last summer. These are the obvious enemies of Big Tech. And they also happen to understand the power of a good soundbite.