Some strange things are happening to it though.

As info explodes ( only .5% of content created is consumed as per UN Economist Network) how does cost of Advertising/return on advertising grow?

The advertisors and marketing theorists have no great answer to that other than to pay fuckerberg more.

Philosophically, it's easy and even attractive to sympathize with this view, but speaking practically here, if there were a superior method to raise awareness of the existence of my small and insignificant business, I would love to do it.

Until then, Facebook ads work better than anything I have tried.