Facebook is like a room full of kindergartners eating lunch. While any little bit of it is interesting, seen as an ecosystem it's chaos. Zuck just happened to find the perfect intersection of market research and kindergarten lunchroom and learned how to get people to tell you their deepest desires while they let their guard down in such a "safe" place. Then you use that info to sell to them or sell it to people to sell to them.

Hey, but at least you get a free lunch from it, right?