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How Facebook is able to take your Likes and turn it into contextual data

Facebook is now up to 900 million users, which was uncovered in their recent Initial Public Offering. Having that many users, close to a billion, is astronomic for any one entity which then has to take that user data and turn it into something - that something being useful data which is forming the social web which many want to be a part of and which Facebook can benefit financially from. So, how does Facebook do it all?