Reaching one billion anything is a huge milestone—dollars, users, pageviews, etc. It’s cause for celebration. Right? Not if you work for Facebook. Unlike Apple, which celebrated its one billionth app download by giving the customer a $10,000 iTunes gift card, Facebook didn’t make much noise about its achievement. According to Bloomberg Businessweek when the company hit the billion-user mark, the team cheered for a bit and then went right back to work. What’s more, Zuckerberg said due to the rapid sign-up rate, that he doesn’t “even know who the billionth person was.”