There's competing forces. Monetizing the private data means more privacy invasion, which drives users away and reduces adoption. But for marketers to give it a

There's competing forces. Monetizing the private data means more privacy invasion, which drives users away and reduces adoption. But for marketers to give it a second chance, they have to know that more private data is being used. They can't keep it secret from the users and make it widely known amongst marketers at the same time. This would buy them a second round of Ponzi-esque usage. But in order for it to be sustainable the second round has to succeed: they have to find a way to get FB users to convert. And so far, it looks like targeting ads to smaller and smaller more precisely defined demographics doesn't help all that much. Without a new twist, this is a limp-along tactic, not a road to viability.