(CNN) -- Friends may be priceless. But 'friending' is worth $38 a share. That's what Facebook set as the initial price when its stock begins trading on Wall Street Friday morning. That's at the top end of the range analysts were expecting and gives the company a valuation of roughly $104 billion. That stock price will be the biggest opening ever for a tech company and the third-largest IPO in history -- behind only Visa and Italian utility company ENEL. Why Facebook won't start trading at the opening bell On the Web, reactions ran the gamut from deliriously hopeful to harshly negative for the social-media giant's Wall Street potential. "A $104 billion market capitalization puts Facebook at more than 100 times its trailing earnings," wrote John Constine and Kim-Mai Cutler for technology...