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I don't think they've even tried to make money yet. They've just been focusing on growth. But they have so many users now that they could do whatever they want. Ideas that would entail a chicken and egg problem for anyone starting from scratch (e.g. marketplaces) do not for them. Plus Mark himself is such a fearsomely effective person. And so young; he's only a little older now than Larry and Sergey were when they st…
Ahhhh yes the famous cash faucet that just needs to be turned on. Why would anyone that could have been making more money not made it before? Growth and profit are not mutually exclusive.
I think they're just waiting until they've completely solidified their #1 position to concentrate on making more money. It will seem obvious in hindsight that they make $20+ billion, the way it does for Google now. It may never be quite as good as Google though, but max potential is especially hard to predict.