Projected revenue isn't what Sony thought it would be. The movie was collateral damage. I imaging Universal picked up the project, but only with budget cuts, which caused everyone to bail. Now Sorkin is in vulture mode, picking his previous actors for scraps.
You have fuc*ing ads plastered all over my wall, in which 99% of them don't pertain to me and I won't click on the other 1%. This means you are not and will never make money off of me.
Face it, you sold out when Facebook went public. Deal with it.