Facebook adopts real name registration policy. As a result, Facebook users have their online personal information corresponding to their offline real life. The contents they create on the social media website become solid capital for Facebook. Using a political economy approach, this paper analyzes the kind of commercialization process Facebook users and the contents they create have gone through. The authors show that, via tracking and monitoring techniques, Facebook actively accumulates and appropriates its users' personal data and online behaviors for advertising profiteering. The whole process is then rationalized by the digital contracts Facebook requests its users to sign. Thus, users become consumers as well as producers who, engaged in non-material labors while in the meantime being commercialized for sale, eventually consume the advertised products. The authors also warn that the end of user privacy is to be expected, with Facebook's monitoring operations ever more intensified.