I think there are two kinds of people: (a) people with a lot of time and little money, and (b) people with a lot of money and little time (Ok, there are two

I think there are two kinds of people: (a) people with a lot of time and little money, and (b) people with a lot of money and little time (Ok, there are two other quadrants, but no money, no time people are useless to use, and lots of money/lots of time is a rare and unstable situation.) Facebook is really full of the type (a) sort of people. Maybe things are better for them now, but as of a year ago, Facebook's overall eCPM was about 10% of the eCPM of the sites that I run... And my sites don't have astronomical eCPM numbers. It's not say that people can't make money off Facebook, because you can, but the real gold mine in Facebook is that you've got a community of people who will spend unlimited amounts of time on online activities. Personally, I'd prefer to suck them in and get them to create content for me that I can market (by other channels) to the type (b) people. Another nice thing about FB is that you don't have as much trouble with griefers as you do if you're running your own auth system. People care about their FB accounts and they don't want to look like complete jerks in front of their friends. I really wish I could pay people Facebook credits for doing work for me. My guess is that you could probably get $25 worth of work for $10 worth of Facebook credits, undercutting Mechanical Turk. They won't make it easy for you to pay out credits, unfortunately, because people would discover that gambling would be just as profitable on Facebook as it is in most other places.