Well apart from this being a good PR play in a time when advertising is naturally cut back due to the uncertaintly, it will be a big test (if not just acknowledgement) that social media traffic is just as crap traffic as e.g. forums. The old adage about 50% of ad spending being wasted is true , the it's just that the perception of where it is that's changing. My theory is that FB & Google are just better at dazzling advertisers with fancy dashboards that they can show their bosses.