On that scale the money they were making was relatively little compared to other sites (for instance google, yahoo) with the same number of pageviews / uniques.

Zuckerberg is actually proving that they're worth more, the way in which he goes about it is not the most elegant though. I'm still willing to bet he'll succeed but the image of facebook is tarnished for ever, and it could very well be that if he does manage to sell for a much higher valuation that the buyer will find themselves with another broadcast.com.