facebook PPC for ecommerce – bad idea?

I noticed that facebook PPC is not really that good for direct sales, rather for brand reconignition, fidelity, brand name buzz etc. looks like FB folks have this non directly commercial kind of collective psychology and just dont want to buy stuff directly from a facebook ad. they do discuss it further on their walls and chats though.
anyone had a different feedback with ecommerce websites from FB PPC?

See original post by netnav