Why is it inevitable? They already run an ad network and their revenue's are nowhere near, for example, Google's. How else can they monetize this data?
- virtual currency - daily deals - search integrated directly into the experience
and that's just off the top of my head
I'm not saying Facebook cannot be wildly profitable, I just don't think it'll come close to the top 10 (what I'd consider to be "the most profitable companies in the world").