> Facebook's communication features, the 'social networking', in itself isn't anything special.
Throw away your cynical world view for a second and just go to your Facebook feed and see how people are interacting there, having fun, supporting each other, spreading a little bit of love in form of "likes" (even if it's a bit silly) and come back and say it ain't anything special and it's just a solution to an identity directory problem. It's much more.
Facebook is the closest thing to a chat at a bar with your friends that internet has to offer. Certainly, there are better bars already out there, but FB is a bar that your friends are willing to come to. It's still early days of internet and our virtual existence, so FB ain't that colourful and deep as an evening at a local pub can be, but painting it just as a identity directory is a fundamental misunderstanding of social internet.