That giant sucking sound many web properties feared as Facebook gobbled up their users may, in fact, be the sound of their own sites inhaling added revenues. New data from Quantcast suggests that existing web properties who choose to build Facebook apps are seeing a spike in the traffic on their old sites. Hmmm…. I guess the question of whether to view Facebook as competition or a partner has been answered for these folks.
It's not that surprising, though. Given Facebook's undeniable popularity, viral distribution model, and high page rank it makes sense that anchors planted there would lead back to the host site.