I think socialization under the umbrella of a facebook type environment will eventually create predictable and malleable identities which are inherently the consequence of a mix of various societal pressures which are in turn constricted through the lens of the facebook environment.
Combine that with facebook's transparent use of corporate cohabitation with people's relationships, and I think you quickly have a society which is much more determined and artificial.
I think "socialisation under the umbrella of a facebook type environment" was inevitable one way or another. The advantages of an efficient system for socialising with a centralised online persona system are just too huge to forgo. I'd be interested to hear what you consider might have been alternatives, but personally, I think the economics lead inexorably to a free-to-play ad-supported system such as Facebook. Show me the day when you can convince a couple hundred million people to sign up for a paid social network product and I'll eat my hat. Show me the day that an open-source community can compete with a for-profit business in terms of attracting the best talent willing and able to slave away for hours to build great products, and I'll eat my hat.
I don't think it means the end of individuality as we know it. We've had ad-supported newspapers for hundreds of years now and people seemed to manage okay.
I think you can create services which achieve the same function as facebook while making a dispersion of self and novelty apparent to its users. I'm not arguing monetization, but the means and consequences of exploiting users responsibly.
Yet again, I struggle to make sense of what exactly you're trying to say. You're using a lot of big words, but not necessarily making your point clear. What does "making a dispersion of self and novelty apparent" mean?