It's what Google has always wanted to do, and it seems that it's what Facebook is going to do very soon. Where Facebook _was_ a fad, now it seems to make much more business sense. The question really is about strategy and partnership. The click through rates on Facebook itself are horrible, so the question is can it do better for the web. Well, the question really lies in what one is attempting to achieve. If a marketer is looking to go after a certain demographics or psychographics then Facebook's new strategy makes a lot of sense. It's the next logical step in advertising and I wonder what sort of patents are going to be issued or have been issued that determine this sort of advertisement models or networks can exist that use data from other social networks to deliver their advertisement. Let the mining of user data begin. However, the ultimate direction will be both user data combined with contexual data -- we'll have to wait and see where this is going.