I would guess that most users of Facebook are young(ish) (teens, 20s, 30s ?) and they all own phones with cameras on them (a camera on a phone? - stupid idea!). They've all been rendered 'brain-dead' by popular, celebrity obsessed culture and 'post-music' noise and all that they can think to do with their spare time is drink. Relentless free market ideology and celebrity obsession have made them all insanely competitive, so when they lose their inhibitions through all the drink the competitiveness manifests itself as frantic attempts to gain the upper hand by humiliating each other. Facebook provides the perfect medium for recording this deviant behaviour.