[shock-value]

Well, it remains to be seen whether that data can actually generate revenue. I personally don't think it has much potential, at least not compared to the extremely specific data Google has on everyone, or the purchasing data that Amazon possesses.

Also, I just don't think people use Facebook the way you describe. Most people I know don't "check in" wherever they go, nor do they "like" different brands (except for ones that make them do so in order to be eligible for a contest or something sketchy like that--I've definitely seen that before). But people do search on Google for anything and everything, including purchasing decisions. And of course people do make real purchases on Amazon.

The widgets that Facebook litters over the web which it can use to track user's browsing habits may be the wild card here, but I'm still skeptical that this has that much value compared to Google's search data. Plus those widgets seem to be mostly limited to news sites anyway.