I don't get it.

Am I missing something here? David Fincher in consideration to direct the Facebook movie. How is this a movie? Last week they announced a "Where's Waldo?" film and then five minutes later a flick based on  "Stretch Armstrong", followed by a pitch based on a Facebook status update. Has Hollywood collectively gone mad? Since when is making movies as simple as greenlighting the latest brand name or toy from the 80's? I mean sure I get it from a business standpoint, you don't have to be an idiot to see that brands equate to dollars, just look at yesterdays Transformers 2 opening. What I don't get is when quality filmmakers start jumping on the bandwagon. How is a movie about a website cinematic in any way, shape or form?