The "social" war between Facebook and Google (and the ad dollars involved) really strikes me as the war between the "photographic" and the "lexical". Facebook wouldn't be what it is without the "face", and Google without the search term. Which of these are more social? The face one would have to say at first blush. But the face lacks depth and breadth of contextual communication. So FB is attempting to lexify (is that a word?) its database with interests and likes, and Google trying to find in-roads into human relationships (Places, email - already established). Facebook has one huge problem though, the "social" often has strong anti-commerce assumptions.