What facebook is trying to build is not a search engine. Rather, I believe they're building more of a recommendation engine. As your friends (in theory) begin to "like" a bunch of stuff on the web, next time you do a search for hotels, the hotels your friends "liked" will show up.

The meta data for each site/artist, etc you like will also give them (in theory) enough data to recommend not just on what your friends like.

Whoever unlocks the magic in the data and offers a compelling, personalized experience will rule the next decade.