I think that's the majority of the reason. If you're getting a couple million views a day on some silly facebook app, that can be a big deal for a smaller compa

I think that's the majority of the reason. If you're getting a couple million views a day on some silly facebook app, that can be a big deal for a smaller company. I read iLike added 3 million users in two weeks with their Facebook app (http://mashable.com/2007/06/11/ilike-facebook-app-success/ http://mashable.com/2007/06/11/ilike-facebook-app-success/). That's pretty significant.