Don't underestimate Facebook. I am sure they have stats that show that almost no one knows. Because almost no one knows - not even most IT professionals. There is also something I call "sulking to the giant" (my made up term) - I've seen many times people say "I would never tell Facebook my name/city/age/..." only to do it a year later.
Yeah, I don't know about underestimating them, I've been chatting back and forth with our FB account manager regarding our business needs for something in their Ad biz.
Turns out, they can't deliver on this pretty universal feature (even Twitter has it), so huh yeah, let's talk about how great they are again.
