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The night after Facebook launched its new ad products, all we heard from Madison Avenue was the baying of sheep. Everybody loved what they saw. Google had better watch out and MySpace was done for, said the ad buyers in wool suits. But now, the unbelievers are finally starting to come out of the woodwork.

One agency source has a client already buying into the new product. But, he told me, a Facebook ad "still needs some creativity from advertisers, so it's not a home run in everyone's case."

Another skeptic, a CEO from a rival social network, told me the most impressive aspect of the whole ordeal was Facebook's PR machine. He particularly liked Mark Zuckerberg's bit about how "Once every hundred years media changes." (So did we.)

"That type of over-the-top presentation takes some creative talent," he said. "I don't mean this as a slight or anything. I admire the fact that they're able to present a non-entirely new concept as earth-changing and people eat it up. They are in the spotlight and they are milking it."