[roin]

You may have some specific conditions for what you consider innovation, but Facebook is a service that dramatically changes how a significant percentage of humans spend their free time, and the implications are huge. Connecting with people, sharing information, etc. The fact that the business model is backed by advertising isn't relevant. By your definition I wonder if TV, film, or even the printing press is innovative.

American Idol was also innovative, and whatever group created the spectacle of the Superbowl and the NFL were also likely innovators. Just because it isn't hardcore technology doesn't mean it isn't innovative.