I don't think Facebook has had a good image recently, e.g. over valuation has made them a mockery; privacy concerns relating to the disclosure of personnel information to third parties; the fact that they don't actually delete your profile when you leave and Facebook personnel willfully looking at peoples profiles for entertainment. I feel a backlash coming on already.

Also, most of my profile is made up anyway. I have put cereals as one of my interests; I can't wait to receive 'contextual' cereal ads!