Facebook vs Google.

Facebook is betting everything on the marketing / advertising value of your projected persona, your own assessment of who you are, what you like, and how you classify yourself in front of your social circle.

Google is betting everything on your actions as an indicator of your intention and identity. Dissecting you via the totality of your emails, searches, YouTube views, RSS items, etc.

The question isn’t which is accurate in depicting your identity; both are. The question is, does your projected identity, or your demonstrated identity do a better job predicting consumption behaviour?

Answer that, and you know who owns the next decade online.