It is very heavy-handed. Commentators putting FB in the same sentence as Google, eBay, Amazon, etc. Google, eBay, Amazon have either proprietary services or a business model that works. FB has nothing that can't be duplicated by "the next next thing". The new MySpace and Friendster. So what? Instead there appears to be a HEAVY-HANDED marketing promotion going on. And when it is that obvious, the first question is - WHY? FB is already not cool with the up-and-coming kids. When it loses whatever "coolness" it has, what's to stop user migration to the next next thing? It feels like big money is trying to hawk it like elixir in a traveling medicine show.