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Yes, this was always Zuckerberg's intention. He needed to collect data on the pleb nation, in order to create the ability for marketers to behavioral target (in other words, the organic popularity joke was on them). In reference to what works and doesn't and maybe I am overstating the obvious, but like anything else, it depends on the intention / purpose of the ad and whom you target with it. You seem like you know, keep testing it and once you know, stay the course.