Very well said, BillyS. Facebook needs to find a monetization strategy that fits hand-in-glove with their core functionality. Google did that for themselves with Adwords, but Facebook users are in a very different place from search users.
So far, Facebook's model feels like old school "push" or interruption marketing. That model is already beginning to fail with online natives, and there's no long term future in it. Facebook needs a new "Eureka" moment, but so far they're just recycling.