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It's not that fundamental.

Buying Facebook likes for a Facebook page is a subset of ads. You're definitely driven towards it in Facebook UI, but if you're Amazon or NetFlix or Expedia or whoever buys billions of ads nowadays, you still buy clicks to your site and bid on CPC basis.

Anecdotal evidence (visiting facebook.com on the Web, seeing 7 ads on the right-hand side) suggests very few businesses actually pay for likes on pages. My current advertisers are tdameritrade.com, amazon.com, fijiairways.com, digitalsherpa.com, getdrip.com, att.com, tahoeaccommodations.com, none of them having a Like button underneath the ad.

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