I wonder what would happen if you sent a nice letter to Facebook's CS department, copied to Legal, saying:
You have stated that you wish to use my likeness in commercial content that will earn you revenue. If you wish to do so, my standard rate is $10 per view of said likeness. You may not use my likeness without compensation to me. By using my likeness you agree to pay my standard rate for each view. If you do not wish to pay, you must refrain from using my likeness. By using my likeness you agree that the terms of this agreement and the rates stated therein apply to you, that you will pay them, that this agreement supersedes any and all prior agreements and that no future agreements may supersede this agreement without an express agreement in writing between myself and Facebook.