On the contrary, I'd say it's a smashing success. First, the author was deeply engaged with Facebook to write the article. Second, everyone who saw this article and discussed the findings was engaged with Facebook even if they didn't have the app open. You and I are engaged with Facebook right now. And third, many many more people logged into their Facebook to test the findings either out of curiosity, to disprove the theory, or because they are horny goblins thirsting for smut.