I keep thinking about a scene from the movie The Social Network. Facebook founders Mark Zuckerberg and Eduardo Saverin meet serial entrepreneur Sean Parker (of Napster infamy and played by Justin Timberlake) at a New York restaurant.

Saverin asks Parker to “settle an argument” about whether it’s “time to monetise the site”. Parker cautions against contaminating Facebook with ads, observing: “You don’t even know what the thing is yet, how big it can get, how far it can go.”