When a Facebook user adds "skiing" to the interests on their profile, it's hard for an advertiser to tell exactly what the user means. A Google search for "Ski rentals in Wolf Creek, Colorado" is much more informative, by contrast. Advertisers know what kind of pitch to deliver, albeit in the form of an AdWords haiku. Inside Facebook's Justin Smith argues advertisers have an easier time targeting users of Facebook apps — for example, one who installs a skiing weather-map application, and looks up conditions in Wolf Creek. It's one reason he says that Facebook applications will prove easier to profit from than Facebook itself.

The Week General Manager Justin Smith asking, "So what's this 'Gawker' thing? Is it up yet?"