If the thing is valuable then corporations will move in to monopolize and monetize it, and the only thing stopping that is if it can't be bought because each individual owns their own content.

So your Free Facebook post has to be sourced from your own computer and that means the program that collates your friends' posts has to be run locally, and that means you'll need some kind of caching VPN/Tor like proxies to protect your own IP address; if people see your post and it comes from your IP then they can DDoS you or cross reference like with iknowwhatyoudownload.

The keystone then is being able to 'buy' hosting either from other people on the network like with cryptocurrency or from a company for real money. For example, I've got full duplex gigabit so I provide VPN cache for somebody on DSL in exchange for them doing some crypto on my behalf. My IP is partially protected from DDoS because everybody knows I'm not the source which will just select a different proxy. Big famous names can buy better bandwidth/protection for real money.

Once this privacy-protecting version of IPFS exists everything else is easy.