But targeted content and user generated content are two different things. Digg's Gaming category is more targeted than a random Facebook page, but that still do

But targeted content and user generated content are two different things. Digg's Gaming category is more targeted than a random Facebook page, but that still doesn't mean a company wants to attach their brand to any random topic a user might come up with (something like, say, "[advertised game on this page] sucks"). Getting big and targeted is a lot more expensive (and highly competitive, see gadgets, etc.) than getting big and general, since it usually means non-user generated content.