morgan, goldman sachs, bank of america, barclays capital, and allen & company will also get in on the action, and there could be others added to the roster. but wealth manager jeff sica says not being top dog is a big black eye for those firms, especially goldman. >> the lead is the position you want. the other companies will get fees, they'll add that to revenue, but the prestige of having that is what you strive for. >> reporter: exactly what those fees will total are yet unknown, but it's widely rumored they'll only be about 1% of the gross proceeds. that's far less than other recent internet i.p.o.s, like zynga and groupon. and while 1% of $5 billion is still something, some experts say it's not enough to "friend" morgan stanley's stock. >> it's definitely not a reason to buy it, primarily because investment banking fees, no matter what, are declining. they're declining rapidly. >> reporter: still, if the facebook shares do well in the after market, that could open the door for other i.p.o.s-- good news for all investment banks. suzanne pratt, "nightly business report," new york.