What exactly do you mean by that?
Combine that with facebook's transparent use of corporate cohabitation with people's relationships, and I think you quickly have a society which is much more determined and artificial.
I don't think it means the end of individuality as we know it. We've had ad-supported newspapers for hundreds of years now and people seemed to manage okay.
The social implications (for good or ill) are greater than the immediate, personal benefits are (in aggregate).