"Consider that the very hot IPO’, such as Facebook, are purchased by the underwriters before the public has even gotten a chance to get in. Underwriters are the big banks such as Goldman Sachs, Morgan Stanley, etc., and the shares they purchase go to their best clients first. This includes hedge funds, large institutions and huge money managers, not the majority of individual investors. "
"After the opening day, when the stock goes public and begins trading, most average investors can go in and buy shares at the trading price. But the opening day “pop” is over, and that is where the money is at, before the general public has had a chance." (from http://finance.yahoo.com/news/facebook-ipo-etfs-180025693.ht... )
Unlike google's IPO which was a dutch auction, if the general public wants to make good money in facebook's IPO, they're out of luck.