I totally agree that this is a specific case. At the same time, there are a lot of smaller, brick and mortar businesses out there trying to figure out how to us

I totally agree that this is a specific case. At the same time, there are a lot of smaller, brick and mortar businesses out there trying to figure out how to use Facebook Ads, and to me, hosting Events is a great way to drive people into stores (or in my case, a backyard :) ) Also, most big companies in the world actually are trying to figure out how to use Facebook Ads right now. The problem is that most haven't figured out how to create a compelling enough value proposition - I click on the ad, but what compels me as a user to take the next step? It's a big challenge for companies and agencies who are accustomed to being able to pay for captive audiences.