In spring of 2008, I attended BJ Fogg's Stnford course "Psychology of Facebook". BJ was kind enough to let me audit after listening to his Parc talk Facebook applications, mass persuasion, & world peace. At the time, using game dynamics to promote products, services and companies was all the rage. So for my class paper, I interviewed Marc Pincus (Zynga), Siqi Chen (FriendsForSale) and others to understnd how they viewed games and monetization. BJ selected the paper for inclusion in his book of the same name. Alas, the book never came together, However the paper is here. Although I was offbase about Ads, the rest is still pretty good.