It gets more complicated when you consider the concept of "social currency" and the utility of one's profile in matters such as... gettin' laid for example. I

It gets more complicated when you consider the concept of "social currency" and the utility of one's profile in matters such as... gettin' laid for example. I view Facebook on one level from your perspective. They sell to an advertiser eyeballs of potential customers. It's user performs the immaterial labour required to create content which drives eyeballs to the site and sort the customers into demographic groups. But there really is a much more complicated Web of transactions taking place on Facebook. Exchanges which can convert the labour performed on a user's part into a social profit.