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It seems that we now live in a world which is completely obsessed with Facebook. Everywhere we go and everything we do seems to have something to do with the social networking site, and it has spawned hundreds of new creations, from feature-length films (The Social Network) and new English words (‘I’ll Facebook you tonight, yeh?’) to even a baby’s name (yes, it’s true).

Why is this? In less than 10 years, Mark Zuckerberg, the founder of Facebook, was transformed from a nerdy, fencing-obsessed psychology and computer science student to the world’s youngest billionaire, with a net wealth of somewhere around $14 billion (however this figure is debatable). And all for creating something that you and I could have thought up of in 5 minutes, a way to keep in touch with what your friends are doing online. The phrase ‘easy money’ springs to mind here. Why did Facebook, of all the ways to communicate online, win the social networking game before we even knew what a social network was?