The problem is that Facebook's primary asset is users. They're making money off of them(approximately $1/user in profit and $3.5 in revenue), but it's not clear if they can make exponentially more per user.

They certainly can't expand the user pool by that much, which means that they need to find a way to monetize their existing users more effectively. I think that Facebook can certainly make more/user than they currently are. $5, maybe $10/user is possible. But $100? I don't think so.

Hard to imagine exponential growth in what either users or advertisers are willing to pay. An analogy to FB as a user service might be, say, MMORPGs like WoW. They seem to exhibit early exponential growth due to peer pressure. Yet they are never priced more than $10 - $15/mo. Often they start out as a subscription service and then move to free-to-play.

So then are advertisers willing to increase their FB advertising budgets exponentially? Does FB have something coming down the pike on a regular basis to make that happen?

Virtual goods. It is a proven revenue model for social networks.

http://venturebeat.com/2009/03/19/the-worlds-most-lucrative-...

The link is from 2009, the title is "The world's most lucrative social network? China's Tencent beats $1 billion revenue mark".

That doesn't sound to me like a "proven revenue model" to support a $104B company with exponential growth.

Soo... Facebook Gold? ;)

Netflix makes over $100/user/yr of revenue. Why couldn't Facebook?