A few years ago when myspace got really into forced advertising and increased their annoying spam everywhere, I said that it's going to go downhill from here on, and if you look at quantcast, you will see that they went from over 63 million to less than 46 million within the past year. This is about a 27% loss in users within 12 months. Now facebook is going to go down that same road because of 2 things: 1)they got caught selling peoples' data to 3rd party companies, and auto-opted your info to companies without your knowledge 2)they have now implemented a no friend add feature, which basically means that you can't add people who are not in your network or your friends' networks due to "spam control". I believe that this will lead to their downfall because now users aren't going to be able to add others and network, so once another big social networking company comes out, then facebook will take the same downward nose dive that myspace took. Within the next 5 years, myspace most likely will have less than 5 million users, and facebook will most likely have less than 75 million users (they currently have about 400 million). These big companies just simply never learn, and their ultimate downfall is always hunger for more profits at the users experience.