While the company celebrated the landmark number, many analysts simply shrugged it off. So did Facebook stock, which was down about 0.4% by 2 p.m.
As MarketWatch pointed out, "it's great to have one-seventh of the world's population in your network, but Facebook will have to translate that to the bottom line to sustain its upward momentum of late."
Or, as Money Morning wrote a few weeks back, "Congrats on one billion Facebook users... who buy nothing."
Facebook, in order to change that flaw, released a new plan this week to make money off its enormous subscriber base.
But here's why Zuckerberg and team should go back to the drawing board.