I was using active users as a metric in my parent comment, using the same measure Facebook has 750M active users for a cost of $227USD per user.
[0]: http://investor.fb.com/releasedetail.cfm?ReleaseID=821954
[0]: http://investor.fb.com/releasedetail.cfm?ReleaseID=821954
Or they need to find a way to increase revenue greatly without alienating users too much...
[0] http://files.shareholder.com/downloads/AMDA-NJ5DZ/2971107785... (page 12)