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Facebook is highly priced IPO for a reason, it is extremely valuable. Facebook makes money from data mining. It has an extremely large user base, who gives it valuable information for free.
Facebook sells that extremely valuable information to advertisers, sociologists, product designers, investors, anyone that needs accurate demographics.

The zynga games are there to attract the users who will freely give their information to Facebook.
I'm surprised how many people don't understand how Facebook makes it's money.

Advertising is only a small part of Facebook's revenue stream.