I think what he's trying to say is that Facebook lacks intent data (which is the richest at a search engine like google). Open Graph actually does give Faceboo

I think what he's trying to say is that Facebook lacks intent data (which is the richest at a search engine like google). Open Graph actually does give Facebook a great deal of behavioral data that includes intent. But AFAIK it's just an arbitrary policy decision that Facebook is not using off-Facebook data within Facebook, and also not using Facebook data outside of Facebook. I didn't mean to write a tongue-twister, sorry there. If they change their mind on the arbitrary policy decision they'll have a lot more data to work with.