In real Facebook news yesterday, (as opposed to the fake Facebook news that Derek Richardson added you as a top friend) Mark Zuckerberg announced the start of the SocialAd network.

The new ads are not exactly what was expected. Instead of installing cookies into web browsers, they will place profiles photos next to online ads. Facebook will sell ad space against users’ profile pictures for products they have bought or recommended. (Think your cousin’s latest Amazon purchase next to a picture of him doing a keg stand.)

Facebook will mine data on behalf of their advertisers, not give it to them directly. This would be more reassuring if Facebook employees didn’t use their position to stalk their crushes with friends.

Users can choose not share information that will enable the ad program, but members can’t opt out from seeing ads next to their friends who are using SocialAds. And what about the people who don’t like these ads? Zuckerberg said, “I mean, it’s an ad-supported business.”

In other words, I let you research your blind dates from the comfort of your living room. Tough luck if you don’t like how I capitalize off of it.