I don't think Facebook's master plan is for us to log-in and click ads, I think their plan is for us to log-in and be ads. This is an important distinction from most ad-supported free web services. I do not mind being "targeted" and shown relevant advertising based on my interests of behavior patterns on the site or group of sites. I very much mind being used as an someone else's endorsement or having my actions and relationships themselves be monetized. I think most everyone does. Just pointing this out because it's a nuance of the "you are the product" philosophy that differs from most other free services.