Since Google changed the business model on Microsoft the only way Facebook is going to change the rules is adopt a totally new business model. I think social networks like Facebook will make incremental moves if they try to “out-Google” Google.
Instead, Facebook should start to offer services that “friends” should jointly get value from. The inherent power of many on facebook. Here’s a couple that make sense:
1. Remember IEEE would offer all members a joint insurance (I think it was life insurance) but why cant facebook offer that for groups?
I am sure there are many more, but this would be the best use of the “social graph” that’s on my list of friends on Facebook.