Debunking Princeton
My guess is that the real research is the response to the paper and not the conclusion presented in the paper. Kind of a shoot in the air to see which way people run. The information gained by observing Facebook's response could prove useful to other big companies that take a hit in today's media driven society(internet). What works and doesn't work in their PR response. They could also be tracking other data, such as stock prices of other social media companies. It's what makes research so much fun.