Intent is all important in this stuff. I can justify spending $5 per CLICK on Google, because about 30% of the time that user really is looking for my service a

Intent is all important in this stuff. I can justify spending $5 per CLICK on Google, because about 30% of the time that user really is looking for my service and interested in using it. Facebook lacks that intent, so their CPC is always going to be quite a bit lower. Unless they can monetize intent. Every day there have to be millions of "can someone recommend a <blank>" status updates. That'd be an ad I'd be interested in buying.