Fake likes is not a problem as long the Fake v&#x2F;s Genuine ratio is stable. It automatically gets factored-in in the cost per thousand impressions for marketeers. It is pretty much like emails. If you get 1% CTR to double your conversions you need to send twice the email volume.<p>However if that ratio is not stable then I think it will be a serious problem for marketeers because we would not have any metric to determine how much budget we should scale.<p>This is the reason I suspect FB is going slow on the killing the fake likes. Their strategy will manifest over much longer period than usual.