Doesn't come of as a big surprise to me. Having worked for a social game publisher, I can vouch for the fact that it's a growing industry _still_ in its infancy. The internet is the new TV and having easy access to +300 million users in one place (Facebook) has obvious benefits.
It's definitely here to stay. Take for example Facebook gifts. Priced at just $1, if 35,000 people buy an FB gift everyday (out of 400m and growing), it translates into $1m of additional profit every month. We're talking about massive economies of scale. Whoever gets on the boat now has a chance to enjoy a near monopoly for sometime to come.
