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One could interpret this as Facebook being a "victim" of their own success - they have so much demand for advertising that they have to limit access to their userbase in order to ensure that the advertising retains its value. Perhaps, as Cuban says, uninformed business owners think they're paying for something other than what they're getting and demand will dry up once advertisers get wise. Or perhaps Facebook's conversion rate is just that good.

More like so little demand for advertising.

FB has a massive supply of impressions which has bottomed-out remnant/auction CPM rates industry wide.

I see this as a move to try and introduce a (somewhat) premium ad product. Users have already indicated interest in the brand -- now they will have to pay to reach these intenders.

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