I'd love to see the specifics of these players. Facebook targeting is actually more effective in many cases then google (I don't even use facebook personally or have the app myself). A lot of the claims by folks fall apart when you look deeper (ie, scam review sites complaining about google rankings etc). The CUSTOMER should benefit - I don't give a crap if some scammers get ranked down.

they are also untrue in general. in some markets social networking ads work, in some search ads work, that's to be expected - you don't expect eg. ad placements by the train company to be always effective regardless of what you're selling.

Don't worry Google does not need your defense, they'll have plenty of very highly paid lawyers and lobbyists ready to do that.

I don't care about Google. I simply know from experience this is untrue. If anything, I am defending Facebook here.