Facebook Virtual Assistant And Pigs In A Barn

Ever since the inception of Facebook, users have wondered what exactly is in it for Facebook since their business model wasn't based on advertising revenue. Then came the pigs in the barn analogy. The rent is free, the food is free, great right?!  Of course the idea of pigs representing humans in this scenario is pretty creepy. What could possibly be so high above a human that humans could not comprehend as a collective consciousness that they are being exploited in some large way?