Tuesday morning (15th of January), Facebook announced its new Search Engine called Graph Search during a press event at Menlo Park headquarters. Graph Search is designed to perform targeted and complex searches such as “find all my friends who live in London and like rock music”. Besides, Graph Search offers a rich auto-complete system together with a “power bar” located on the right-hand side of the page to refine your searches. Although Facebook is not running ads on Graph Search (yet), its use in marketing and advertising is potentially rather ludicrous. A shared provocative thought: Do I really need to use Graph Search to know which of my friends live in X place and have Y interest? Am I not supposed hold such information beforehand, since they are my “friends”? The term “friend”, once again, is being used in the loosest possible sense.