Furthermore, Chicago merchants developed a new standardization system that
...partitioned a natural material — a steer or a bushel of wheat into a multitude of standardized commodities, each with a different price, each with a different market (Nature's Metropolis: Chicago and the Great West, by William Cronon).The new partitioning system allowed the merchants to sell their commodities to those consumers who were interested in a particular grain variety or beef cut and willing to pay the right price for the right commodity.
Similarly, Facebook has the ability to partition their user social graphs (and even individual users like you and I) into a multitude of parts that can be sold to advertisers and content providers for the right price at the right time and in the right place. The only difference is that instead of the Beef Chart of the 19th century they have the User Interest Chart of the 21st century.
tags: innovation, technology, control, packaged payload, distribution, scale, facebook, social, advertisement