Interesting to see Facebook's progression from a social network for students to an advertising network. This may actually be good for their shareholders, as social networking seems to have been unprofitable for them. Nothing lasts forever on the internet - except perhaps the text-only websites of professors on .ac.uk domains - and Facebook's future may be not as a social network, but as an advertising network. I'm speculating, but given the general shift (at least as I've seen) away from Facebook as a social network, changing their game might be the only way to stay afloat.