The WSJ has an interesting scoop over what Facebook plans to unleash in the upcoming days: something which almost sounds like a “reverse-API”. That is, rather than open up its programming and data structures so that others can access Facebook’s data to make its own mashups, Facebook is allowing other companies to make “special service” pages within its own network that take advantage of Facebook mashing up with *other* service’s API’s.

So, its a win-win situation — for Mark “I Turned Down A Billion Dollars From Yahoo” Zuckerburg, that is. Facebook keeps its traffic and pageviews within Facebook — and holds on to all the revenue, if the WSJ is to be believed, as they will not be sharing any monetary benefits of these kinds of interactions.

Is anyone else amazed at how ballsy this sounds? (I need to dig up my brass balls award!)

Usually companies are in a race to open up their data structures to allow mashups. Its, like, totally Web2.0, man! And there are advantages to this — whether it be cherry picking the right ideas, or purchasing other startups outright who have done a mashup “right”.

But, what is Facebook doing?

Its letting *other* companies build mashups *for* Facebook *within* Facebook, and then not sharing any revenues (if any are made) with that company.

Wow.

I think its one parts ballsiness on Mark Zuckerburg’s half, based on how much positive press its getting but also two parts reality. As the WSJ article points out — its also growing faster than any other social network out there (it pwns Toronto, btw), and in spite of creating a seemingly entirely one-sided proposition for Facebook (who basically will sit back and let others do the heavy lifting) these other companies ultimately *will* benefit … whether it be in referred traffic to their own sites (eventually), and eventual sales / subscriptions / downloads / whatever they’re metric is.

What I do wonder is if any of them will *also* try collect Facebook data as well for their own databases and lists; whether this could be done sneakily as part of some automated scripts, or old school squeeze page styles, it will really be hard to know. But what I do mean is, say, amongst people who are recommending books at a bookstore, if that bookstore, for example, could collect the profiles of people who are sharing and having that conversation.

Of course I don’t expect Facebook to allow this kind of privacy disaster — but on the other hand, stranger things have happened in social networks, and some businesses must be salivating at the thought of finding other benefits to this kind of business relationship.

Long and short of it is that we’ll have to wait for another few days to see exactly what Facebook has planned.  Or rather, what Facebook is planning to allow other companies to do for it.  Ballsiness or Genius?  I’m thinking a little bit of both.