The wife of a Brazilian runner, Cas Camara, who came in dead last far past the 60-hour mark, screamed and cried and begged her husband, who had fallen to the ground, his body seemingly wasted, to get up, get up and finish.
But as Facebook screamed toward the 1 billion user mark, marketers gradually suspended their disbelief, to the point that Facebook last year overtook Google and Yahoo to become No. 1 in display ad revenue.