Good luck getting an ROI on that.
I was looking for a recap of the FB discussion at ASW, and read this little nugget on John Chow's blog:
"Alex Schultz of Facebook said this may the last year for affiliates to take advantage of Facebook Ads because they’re getting so big, they are attracting the big brand advertisers who will eventually push out the affiliate marketer."
I wish i heard the direct quote 'cause it sounds like what he really said is they're following Google's footsteps to try and push affiliates out.
Your exactly right Facebook is following in Google's footsteps and it will push all of us out in 10-12 months. I will get a positive ROI with the right targets, but its not the same anymore. No way could I ever bid CPM on this and I have to deal with outrageous CPC prices so my margin will be minimal.
Its a real shame, at least I squeezed enough out of facebook to buy myself a car lol