I agree, this is where people are not understanding the issue. If Facebook is to make it on advertising then it needs to be understood by all how to "do it right" or it will fail. Facebook is different than Google and this article shows what I'm willing to bet is a common result, advertisers do not see a decent return on their investment. If the people paying the money don't see the return they need, or expect, then that's a serious problem for Facebook.