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While Facebook has been dominating the news the past two weeks – GM saying no mas to $10 million in paid media, the market/investors saying IPNO (no!) to $38 a share and many interesting stories of the personal and financial lives of Facebook insiders past and present – the one side of the social network story that has gone under-reported is the undeniable passion Facebook has created.

Facebook, to the 13-year-old creating his or her account and getting a profile up, is huge: A rite of passage so dynamic, so intense, that if you have a son, daughter, niece or nephew, you wonder if they are even breathing the first few days. In fact, it makes getting the driving permit so yesterday. For jaded investors and longtime social media enthusiasts, Facebook may be easy to discount (crazy hype can do that!) or connect to the beginning of the end – like a replay of the ‘90s dotcom collapse – but given the scale of people who connect through, engage on, and live loud because of Facebook, that couldn’t be more ridiculous.

Simply, Facebook is the passion engine of our time. I am going to keep this simple and single-minded. Take Facebook’s photo uploading and sharing. Billions are uploaded monthly, so that alone emotionally and socially has had a tremendous ripple effect given the old idiom, “a picture says a 1000 words,” in terms of humans connecting. Family and friends smiling happiness or sharing sadness all is second nature because of and through Facebook. The bottom line is, whenever a new technology platform or even a re-defining idea (think: “The 99 Percent!”) enables human passion to flourish in any area of life, there is no looking back.

The way I see it is, scale doesn’t make passion – passion makes scale. Facebook has scaled up so big so fast because of its relentless pursuit of passion. The way they have screwed up – like in the privacy area – seems perfectly normal, given how fast they have moved. Their corrective steps reinforce an ability to listen and learn is why their dynamic growth continues.  Clearly, Facebook understands and practices, maybe better than any company in history, the idea of “Fact Based Passion.”  Introduced at Nabisco in 1994, CEO John Greeniaus espoused Fact Based Passion as connecting data and information to empower human energy and commitment to make remarkable things happen.

So, while I imagine people at Facebook are working hard day and night (especially at their Hackathons) to get people to click more on ads, I believe brands will figure a way to work with them to drive effectiveness and success. People are too passionate about Facebook and about Skittles or Coca-cola or GM to not find a new way to thrive symbiotically. Fan pages prove that today.

I’ll end by reminding us that the DVR didn’t kill television – it just made some brands re-imagine how to message. As Facebook continues to explore new pathways for commercial engagement, the opportunities for brands to leverage all the emotional currency they have garnered will be incredibly exciting and powerful.