So, when Mark Zuckerberg prepared for his recent earnings call, he could have easily crafted a story that short-term investors would have loved. Facebook beat expectations for both top-line revenue and bottom-line profits. It also made great strides in showing that it would dominate in the mobile space—a transition about which many observers (including me) had been skeptical. Facebook's share price would surely go for a nice ride if Zuckerberg simply focused on monetizing his social network.