There are ten candles on the Facebook birthday cake. A phenomenal decade. Ten years ago it did not exist now, it has 1.23 billion users; to put that in perspective it’s something like the population of India.

It was the vision of Mark Zuckerberg. The anniversary comes on the back of soaring profits -1.5 billion dollars for 2013.

But it has had to address legal issues: last year Facebook paid 20 million dollars in a class action lawsuit relating to users’ images being used in advertising content.

Researchers at Princeton University predict a bumpy ride for the social network site in the next decade, saying its user base will desert it as it falls out of fashion.

Using the same research methods as the university Facebook responded saying Princeton may be in danger of disappearing entirely.