The writings are on the wall. Zynga has won Facebook. Facebook is over. And Facebook is very afraid. At the Social Games Summit, it was generally agreed that virality never comes for free anymore, and the rising cost of targeted advertising has made it prohibitively expensive for small start-ups to acquire enough customers on Facebook to make a decent turnover (see Social Games Summit Stats). Nevertheless, Facebook is not going away – this is merely the end of Facebook.com.
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