Facebook is unique because, unlike other 'giant' silicon valley startups, they don't really offer anything new in terms of revenue. They are a sophisticated billboard. Google, on the other hand, built something new - targeting ads by keyword/content analysis.<p>Here is a thought experiment: If all of facebook's users came to your website tomorrow, chances are you could monetize them just as well as facebook. However, if you took all of google's users, you would not do as well because you lack their technology.<p>Facebook is like any other site on the net, just with more pageviews.