They may have had meetings about how far they can push it, but I'm not so sure about the money bit. Facebook has actually shown a remarkable amount of restraint

They may have had meetings about how far they can push it, but I'm not so sure about the money bit. Facebook has actually shown a remarkable amount of restraint when it comes to making money. It's in Zuckerberg's DNA - the guy just doesn't seem to care that much about money. For instance, if Facebook was trying to maximize profits it could have fairly easily rolled out an off-site ad network ala adsense that is FAR better targeted (based on FB cookies) than adsense could ever be. They could displace Google practically overnight. But they've resisted doing that and instead just continued to make enough money to run and grow the company at a healthy clip. I'm not a Facebook apologist - some of the "mistakes" are really scary and unconscionable, but I don't believe the motive is as simple as profit maximization.