Perhaps, but facebook is trolling us all right now. I mean come on, a (free)social media platform where they make money off of other peoples ads, and now about to become "the biggest IPO ever"? lulz
The key stat is how much time an average user spends on facebook, it's taken a massive slice out of TV. That's a lot of time to show them ads for even if passively
Because after years of inept technical execution, executive shenanigans and other corporate failures, they are resorting to trolling instead of actually doing anything innovative.