I totally agree with the fact that it will take a lot on Facebook's side to beat Google. And as you said, FB will need enormous amount of data to target end-use

I totally agree with the fact that it will take a lot on Facebook's side to beat Google. And as you said, FB will need enormous amount of data to target end-user advertising. But I think FB today is probably the most-fed website on a daily basis. People/Businesse upload data on FB without thinking twice (lets keep aside the security issues for a moment)! So, I would not be surprised if FB succeeds in collecting enough data someday to provide targetted search as well as targetted advetising to the end-users