I can understand encouraging casual relationships with your coworkers, but tracking and giving seminars on improving them goes too far. I'll take my $2000 now, please.
It's one thing when people do that voluntarily on various "social" websites, but being asked to do that at work is a whole different story.
If they're not, in that case, yes, it is very creepy. But I really doubt it.
To provide a software analogy you want the platform group to be friends with the application group and enjoy working together. I've experienced a split myself where one team would just blame the other team for the problems in the final solution and it isn't productive.
Certainly it's not more creepy than FB