I think he is like the only person I've read about, who thinks facebook advertising is great

When he was on Mixergy, Shoemoney told me how he uses Facebook ads effectively too. But Threadless uses them differently.

- They only advertise to their fans' friends.

- They do NOT expect to make sales directly from the ads.

- They use the ads to get more fans on their Facebook page.

Their business model is based on growing their community, so this approach works well for them.