- the rate
- growth
So they have to figure it a way to get users to click on adds, despite the fact that the reason the users are there is fundamentally different from the reasons a user goes to google. If you go to google you are looking for something, and the add is often an answer. People on FB just want to hang out with friends and family and share some pictures. Ads detract from their enjoyment of the site. I think the only way they will be able to monetize the way they need to is to fundamentally change the site such that they begin to make the service less enjoyable to users, thus opening the door for the next social network to come in and disrupt. Maybe they will not do that, just hang in their with a good long term strategy of not pissing off their users, and the people that over valued this will get burned.