"Facebook is becoming its own private internet within the internet that Google can't crack. Without that information it becomes a less valuable property," says BI. Yep, that's precisely Facebook's strategy. That, and persuade you by hook, crook or Farmville to spend even more time and hand over even more personal data. But Facebook could be knocked out of the top spot. It's not as if there aren't precedents. Netscape. AOL. Geocities, "the Angkor Wat of cyberspace". Thanks, Viveka. Second Life (too harsh?). Lycos. Excite. Looksmart. Mogenic, for Teh Gayz. Play along at home if you like. Rupert Murdoch's mob bought MySpace in 2005, back when the orthography was MySpace, for US$580 million. By 2008 their audience had grown to 80 million unique visitors a month. But that same year Facebook surged past. Facebook has now grown to 160 million uniques a month and counting. Myspace has contracted. Despite a name change to Myspace and even My_____, despite a shift to a music and entertainment focus, they don't even pull 40 million uniques these days. And don't talk about the eyeball time. In internetland, if you're not growing all cancerous-like then you're nothing. Myspace didn't just commit the cardinal sin of flatlining. They went backwards. All Rupert got for Myspace was a measly US$35 million from Specific Media, an advertising marketing firm. Still, that gets them access to the personal data, preferences and habits of around 40 million people for a buck each. Not a bad deal, given that your privacy is a tradeable commodity. So, could Google provide a sufficiently persuasive reason for people to re-enter all their social links and party photos? The sarcastic wits at xkcd have nailed it.