I think that it is because of the design. Facebook is a very clean and organized website. Any ads on facebook are at the sides, and not overly distracting. The name is short; you can find that story behind it in the movie about facebook.
Facebook is the type of site where the design would be very scientific and psychological.
It is hard to explain how the design of facebook looks to me, since design is often just what looks right to the designer.
I don't think facebook would be as popular if the background was black instead of white. It just wouldn't be as welcoming to spend as much time there. I don't really understand how any colours evoke the emotions they do, but I'm sure it was all thought through on a site of that size.
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