[erik_larson]

That is a great point. If anyone does want to do the calcs ;), it's important to keep in mind the difference between what you do on Google when you are clicking around 'searching' for content, and what happens with these folks on Facebook. On Google, your intent is relatively clear since the advertisers bought ad space against _search_ terms...not perfect, but pretty good. On the other hand, Facebook is claiming that they can do an amazing job of targeting customer segments...which may be true, but it is also mostly irrelevant in this case since the intent behind the behavior is the only thing that really matters in cost-per-click advertising that costs more than a fraction of a penny per click.

I believe the market will take care of the price once it understands the product that Facebook is selling - at least I hope so. In the mean time, Facebook is fleecing a bunch of advertisers, especially small ones.