opponents given to me

Unlike the first time I played, I'm now playing against no one that I know except 1 person.  One woman is impossible to beat, and I never have.  Another is from another generation, and I know none of what she challenges me with,  When I try to choose an opponent I know from FB, I'm told I need to pay $$ to power up.   Why can't I just be matched with FB friends from the very start?