But then the trouble begins. Fox desires to recoup their funding, not by doing new things, but by squeezing the turnip and doing the old things better, using Fox’s sales team as the vise. Meanwhile, Facebook comes along and sees a revenue model that’s not in line with the banner ad, but rather on Google’s pay per click model which agencies prefer as it mitigates economic risk. They admire that the future is not in dot coms at all, but in deconstructing content and making it mobile and conveyable. Facebook sees that long run, it’s about being a dandelion not a rose.