I think from the point of view of developing a business based on an application within the Facebook site,especially one that gets a popular following and integrates advertising well as most of the applications i have seen do to varying degrees, then there is definetly potential for a good business there.
However, facebook as a driver for customers to your website i think offers a very minimal potential for success. While from what i have found digging round there website there is absolutely some focus on making facebook part of your business, it is far from going to be a successful part of your marketing effort. Maybe at a stretch if you get your advertisement rotating on the left hand side just below the menu (the one that seems to be dominated by dating website advertisements), then with the right product you may get some results, however i would assume that it would not be a cheap option.
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