Which is pretty plausible, right? (Becoming co-dominant with google). The other thing to consider is the competitive/strategic landscape. It's not so much that

Which is pretty plausible, right? (Becoming co-dominant with google). The other thing to consider is the competitive/strategic landscape. It's not so much that the market 'assumes' that Facebook will invent new ways of making money, but rather that regardless of who figures it out, facebook is so incredibly well positioned at the moment (ubiquitous social network) as to give it a large competitive advantage, and let it eat other companies' lunch. The market has examples of other similarly well-positioned companies, like Microsoft in the early 90s, to draw on.