> the ad bubble needs to pop already!

I agree, but it will be ugly. These "ad" companies are really surveillance companies who can currently print money by selling ads. When the bubble pops, they'll still have all of their surveillance data, but will be forced to sell it in different and sleazier ways. Think credit reporting that is technically not "credit reporting," job applicant screening based on web histories, reporting on political dissidents, etc. FB/GOOG will get seriously evil as they collapse.