Facebook has the opportunity to make a truly creative social token. I had no doubt they would. Who wouldn't want a permanent record of everyone's preferences stored forever on the blockchain and even have to host your own servers? However, what they will realize is that anyone can use that blockchain and take the info for themselves. So they will have a hard time selling to advertisers that make up the bulk of their revenues. In the end they will use the token like a glorified gift card or store credit card. The world of blockchain technology is still evolving.