FaceCoin is a social network of a new generation. In a usual social network your data can be stolen, your privacy can be and is violated, as the activity of any network user is simply tracked by advertisers. On the other side, decentralization prevents from tracking and provides customers with anonymity, as there is no central server to collect the information.
There still will be technically savvy users that will service requests, earning tokens, but they won’t have access to your messages, content, etc. FaceCoin tokens will be used for creating pages and other apps. Users will access the network using public keys registered with nodes.