OK, I was skeptical of FB before I looked into it, yesterday. Now, maybe I'm green or a newbie, but there are interesting avenues for revenue and new customer creation, so I'm giving it a serious look.
I'm the same guy who didn't believe in Adsense until I started getting regular checks in early 2004. Been getting them ever since. The social aspect of the web is nothing more than just another means of communication, just like looking at or creating and posting a web page.
If anyone thinks webmasters aren't exploited by Google (they are, after all the mother of all scrapers, aren't they?) please rethink how Google makes money.
It reminds me of Gandhi's quote: "First they ignore you, then they laugh at you, then they fight you, then you win."
I'd say Facebook is somewhere between being laughed at and fought with.
Face the facts. The internet is organic. Search never was and likely never will be the only method to connect people. In fact, since Google's owned the space for the last 8 years, I'd say it's probably about to be taken down off the throne.
Don't be left behind by your own laziness or ignorance.