Highlights from the article:

"The big question is whether the company will be able to create a brand that users appreciate," said Josh Crandall, principal analyst of Netpop Research.

There are also those lagging privacy and security concerns.

"Will Facebook continue to undermine users' trust by exposing what they read, watch or listen to to their friends without explicit approval?" wondered Crandall.

"Does my friend even realize that I know they read '5 Reasons Why She Isn't Attracted To You' in The Washington Post? For me, this reflects poorly on Facebook and reduces my affinity for their brand," he told the E-Commerce Times.

Facebook has an advantage in that the lessons of past dot-com burnouts can be easily recalled, even if the general public has a short memory for such things. This could work to Facebook's benefit.

"Facebook will need to adapt as users become more savvy with social media," emphasized Crandall. "Consumer memories are short, and the mistakes that Facebook has made will fade quickly."

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