He doesn't really explain how "advertising works," only how search advertising, specifically works. So the conclusion of his argument should not be that Faceb

He doesn't really explain how "advertising works," only how search advertising, specifically works. So the conclusion of his argument should not be that Facebook won't make money off of ads but rather that Facebook won't be able to make money in the same way Google does. The reasons why advertising doesn't work on Facebook are more subtle than the "there's no intent" line, which was trotted out by at least a dozen people last year. Google "scoble Facebook stroller" to see.