Actually the author's contention, true or not, is that Facebook will never be able to improve their platform because people don't go to Facebook looking for inf

Actually the author's contention, true or not, is that Facebook will never be able to improve their platform because people don't go to Facebook looking for information they go there to interact with their friends. So Facebook ads will always be something that's "in the way" and more of an annoyance than a benefit.