The trouble is that the people who are fooled by Facebook in emerging markets aren't likely to be a big source of profit for Facebook. In India, for instance,

The trouble is that the people who are fooled by Facebook in emerging markets aren't likely to be a big source of profit for Facebook. In India, for instance, Facebook is especially popular among old people like my parents, or poorer people. The former won't spent much money online because habit. The latter don't have much money to spend.