I think their long term plan is to literally take over the entire internet, by replacing every feature of every successful category of website. The free Facebook-net for India and Africa, this Facebook for enterprise thing, the embedded games, video... I fully expect to see Facebook for schools soon, followed by diplomas and then degrees granted by a Facebook online university.

Maybe they will even try to roll out a voting app some day? It could start as a polling app, and then slowly take over the voting booths in areas where they can buy the necessary permissions. Those governments that grant them control over their elections would celebrate increased voter turnout, and accept a massive campaign contribution (in "premium" Facebook ads) for being the party that opened the door. Jesus, now that I think about it, we could actually end up with a real technocracy in a generation or two, run by... Facebook. That is really, really scary. Brawndo.