How does facebook benefit from this application? ?

[lala]

On facebook i've recently been invited to the 'Opinion' application where friends can compare you to other friends and in turn you can do the same.
But I don't find it necessarily flattering that some of my friends seem to think that I'm more bed-worthy than their other friends.

So I was wondering if facebook benefitted by creating social drama between its users? Thus generating a greater amount of time spent on the site? (I say this because a user can also submit gossips about their other friends?) I was wondering if others thought this conclusion was accurate?

Different opinions would be greatly appreciated, Thanks.