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There's one part of this I still don't get, though. Where's the motive in running Facebook "like" farms?

The motive for running the farm is because some people will pay for the likes.

The motive for someone running a farm to also send likes to non-customer pages is to make it harder for Facebook to detect the fraudulent likes.

The motive is that with these farms they then sell dumb users "100.000" likes for 10$ ... and people actually buy them.

Nowadays I receive more FbLikes spam than Viagra's