&gt; Following the money leads a direct, unmistakable path to a strong incentive to shut down fake accounts.<p>I think the difference in opinion on that is that if you look at the long term, which you hope FB are, then yes fake accounts that reduce ROI for advertisers are bad.  Unfortunately, they lead to a short term increase in FB ad revenue, which disincentivizes stopping fake accounts too effectively, as it may actually be a noticeable dip in revenue, depending on the scope of the problem.<p>In a worst case scenario, FB might be in a situation where 20% of ad revenue is from bad impressions, and completely stopping that, if they had the power, would have major negative repercussions for the company.  There would need to be some hard choice made about the best path out of that situation.  Not that I think this is necessarily the case, but it is an example of how the incentives may not be as clear as they seem.