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Graph search, more than anything, sounds like a new revenue stream for Facebook. Surely Facebook will let brands do some type of advertising that's tied to the search. Will brands show up more in a search if they pay? I was on a Wildfire webinar the other day and Jeremiah Owyang said that social networks are all headed toward the "pay to play" model. I'm skeptical as to whether showing up in a graph search will lead to higher engagement for a page...but we'll see. Great article, Caroline!!