Facebook, ruler of the world? or just a phase?

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In the last year and half ive been using facebook, ive seen it go from never been advertised anywhere, and not many people using it, however theese days, anywehre i go, i hear facebook or see adverts for facebook. Like in the shop, guarantee that nearly every conversation i hear while waiting in the Q is about facebook! Do you think it will continue to be so popular? Or eventually will people run out of things to say and do on facebook, and just ignore it? Or will another super power on the net appear, which will have everyone leave facebook?