From the article: "'I can target my exact audience, rather than trying to come up with a proxy for it,' like looking at search terms or which websites people visit, says Belden, who was spending about $4,000 a month on Facebook earlier in the year before he was forced to rein in his marketing expenses because of budget issues."

Maybe I am misreading this, but in context this seems to say that the guy thinks Facebook offers better value than any other advertising platform, but STILL doesn't make him enough money that he can afford to keep using it. Doesn't Facebook have to help people make money for it to continue to gain advertising revenue?