A bit unrelated but if Facebook wants to make truckloads of money... I am still trying to figure out what the holdup is for an Adsense competitor -- I'd definitely try it on some of my content sites.
Most people browse the web logged into FB, so it doesn't seem THAT problematic from a technical standpoint. It also wouldn't be that out of place for me to start expecting ads based off of profile data.
Could you imagine how targeted the offsite ads could be? The marketer in me is already salivating over the concept.
I feel like I'm missing something incredibly obvious here.
The problem here is that promoted posts from your page isn't the best way to use Facebook. Use it occasionally, but Facebook is much more similar to TV or print advertising than search ads. Think about it: Google, you use keywords to judge intent. Facebook, you use demographic information to introduce yourself to those in the demographic you thrive in.