"The keep moving the posts in an attempt to find a formula rather than making good tools." I disagree. They have been rapidly improving their tools (which in

"The keep moving the posts in an attempt to find a formula rather than making good tools." I disagree. They have been rapidly improving their tools (which in the past were absolutely useless). The improvements are the main thing driving the change, and they are using what they hear from advertisers to inform their changes. The difference between Facebook and Google is that the intent piece of Google made building an ads product that is essentially native and noninvasive to the users much simpler than Facebook. The WSJ piece from recently spelled it out, but the leadership of Facebook only recently started thinking about putting its best people on the ads product.