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What was the "acquisition cost" of those 1M+ Facebook fans (likes)? Ostensibly, this is "double dipping" on the part of Facebook from the perspective of businesses and brands who've been marketing their FB presence in aims of adding subscribers they can reach.



Regardless of what they paid, its already been spent and its likely that Facebook did not see much of that anyway. Even if they were to move to another social network out of spite they'd still have to pay that acquisition cost again and more since that network will be much smaller making it harder to drive more likes/follows/whatevers there.

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