When Indian Prime Minister Narendra Modi came to Facebook in Palo Alto and hugged Mark Zuckerberg at a townhall, he went up several notches in cool. The image of the two men hugging was splashed all over Indian media. But there’s no such thing as a Free Hug. Instead there’s Free Basics. Facebook has blanketed newspapers and billboards in India drumming up support for Free Basics. The ad budget, says one news report, is about one third of all its India revenue.

On Facebook, Cruz wrote that net neutrality is equivalent to Obamacare for the Internet, and that the Internet shouldn’t operate at the speed of government – probably no one is arguing with that last point, but Cruz’s argument that net neutrality is the “biggest threat to the Internet” is the perfect example of the issue’s branding, or lack thereof, and the cloud of confusion that surrounds it. For Republicans, Cruz’s argument has defined net neutrality as an antagonist of the free market – a staple of the conservative diet – instead of its true identity as a proponent.