The BBC set up a Facebook page for a phony company it invented called . The VirtualBagel page provided almost no information, and no solid basis on which anybody might "Like" the company or its page. The BBC advertised it on Facebook, gaining more than 3,000 "Likes," mostly from Egypt and other places outside the U.S. and U.K., and often from clearly fake Facebook users. The BBC concluded that the "Likes" you buy via Facebook advertising is mostly junk traffic by people who don't buy things and who .

A startup called Limited Run posted a scathing commentary about why they intended to leave Facebook. The post said their own analytics revealed that .

They also changed their company name, and asked Facebook to reflect the change on their Facebook page. But Facebook allegedly told them that in order to change their name on Facebook, they would have to spend $2,000 more per month on Facebook advertising.

The company has since removed their complaint from Facebook, which they explained in a . Apparently, the small company found the tsunami of press attention overwhelming and distracting.