Maybe an incentive referral system that involves using Steem. I've been at the FB friend limit for the past few years and have been promoting Steemit there. If I can get people (not spam accounts) to sign up, then I earn a small amount of Steem. Vice versa, it if turns out the account is spam, one loses Steem. One can commit Steem in the same way as Steem Power and use the reputation system as a means of controlling spammers.
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That very well could work...I do not know what @ned and the development team have in mind.
But you did hit the nail on the head...get people making money...that is the most important thing for the FB people....getting a bit of STEEM is crucial.