Rob Horning bashes Facebook:
In exchange for making our social lives more convenient, Facebook seizes the right to transform our sociality into commercially useful information, turn our relationships into market research and use that data to anticipate and shape our future selves with the ads it calculates that we should be presented with. It manages our friendships and then processes the data interrelationships to guide the process of how we subsequently develop our identities through its site.
Since it is mediating our friendships, and in effect making the effort for us, it is also directing what the fruits of that effort will be, supplying the framework through which friendships develop and making itself the very medium of friendship. At that point Facebook succeeds into making friendship a consumption product, and itself as the service provider. The other friends we have through it, on the other side the screen, are the product it marshalls for us. And our consumption of Facebook, rather than the actual experience of friendship with all the effort that would otherwise require, now shapes our personalities—in accordance with the commercial goals it has set our for ourselves. In that way, it isolates us more by promising to mediating our connections with the rest of the world. It deprives us of the optin [sic] to make more effort, and make our social efforts more meaningful. Is this too pessimistic?
The Dish 