Facebook – as it seems – is here to stay; at least for some time. Further and further it digs into the social fabric. Misusing people’s desire for belonging to commodify everyday life and the immaterial. With “Generation Facebook”, Theo Röhle and Oliver Leistert have published a collected volume that discusses the Facebook machine roughly from the perspectives of: i. political economy, business model, users involved ii. neoliberal subjectivation, pastoral power iii. issues of “privacy” and data protection iv. protest and campaigns v. methodological issues how to research Facebook. This presentation will share the findings of the book and sketch some thoughts about why Facebook is so sucessful.