True, numbers can be gamed. But at the end of the day there's one number that matters: people click ads and buy products -> companies buy ads and pay fees. And

True, numbers can be gamed. But at the end of the day there's one number that matters: people click ads and buy products -> companies buy ads and pay fees. And it's been going up steadily for the past decade. If you strongly believe that you've found an inefficiency in the market please feel free to short FB.