The entire 5Qs are good, but this is my favorite:

What’s Facebook’s greatest challenge with brands and publishers?
Facebook’s greatest challenge [with brands] is to create an environment where a brand feels like the brand is the platform for the conversation. Right now it’s all about Facebook, not the brand. Facebook is a super-important part of a brand’s strategy, but it’s not the strategy. The web is about people as opposed to documents. Facebook’s [other] greatest challenge is how it plays with the rest of the web. Look at the open graph and like graph. How does Facebook add value to the rest of the web in a way that doesn’t force the rest of the web into a Facebook framework? I don’t think there’s anybody who believes there won’t be a Facebook AdSense product that publishers can put JavaScript in the page and ads show up that use Facebook data. That’s coming. I’m sure they’re busy building it. The question is if publishers will have to use only that service. Is there a more elegant way for independent creators to leverage data from Facebook, and can we think about it differently? It’s not Facebook’s data, it’s the consumer’s data. Let’s say I come to a site and say here’s my token of data that says everything about me. I’ll get my version of ads, content and services. Maybe I’ll get an offer to become part of a reader panel. It’s based on me telling the publisher more of who I am. If I can do that with my Facebook data, that’s cool. Are they going to work in a way that encourages innovation and new ideas, or force everyone in an AdSense-like right rail experience?

(via Noah)