While this does enable Facebook to force brands to buy advertising, it is also an user-friendly change.
Nobody who I have spoken to about this thinks that "like/follow" = "I want to see everything they post" on Facebook. People like restaurants they had a nice dinner at and want to publish their support, it doesn't mean they want to see the daily special every day. Even if they "follow" you, it doesn't mean it should show up before a friend's holiday pictures today, and tomorrow there is already new content.
The reality is that most facebook users do not care about the posts from pages they like/follow, even if they pressed the button some time ago. An automated filter that keeps these posts from showing up is good for the user experience.
It's the same as "facebook friends" - they aren't real friends, just people you met once at a party in college. It might be interesting to see a post from them once in 10 years when they get married or move to a new country, but not their daily life. The same applies for brand pages - a like should give you once in 10 years access to their feed, but not more.