Not sure if you have used Facebook in the past, or even if you're a current user, but its simplistic nature is what attracts so many to use it.
How are they going to generate more revenue from the thing?
More advertising? Will its popularity still reign supreme if the whole thing gets flooded with car, travel and grog ads?
Paid subscription? Users will just transition to a free alternative for their social network fix.
Integrate a news page etc into the site? If they turn it into a one stop shop of sorts then that could give them that 'avenue'. However, Google's attempt at this with their Plus+ system hasn't exactly taken off yet, so the 'one website fits all' approach might not be what the market necessarily wants at this point in time.
