The whole "Oh god, Zynga is morally and creatively bankrupt" line is at least 6 months old at this point (and for a company that's only 3 years old, that's a pretty long time). Look at the recent acquisitions and releases... FrontierVille was made by Brian Reynolds's team (you know Civ 2, Alpha Centauri, and Rise of Nations, right? Yeah, that Brian Reynolds.) and is by all accounts quite successful. Zynga just bought Bonfire (ex-Ensemble, responsible for Age of Empires and Halo Wars). "Good" (more interesting, fun, higher production values, etc) games are slowly cropping up on Facebook, and more people on getting on board, not just because it's a perceived money train, but because it actually allows you to do something new as a designer.
For the first time in 12 years, my mother understands and enjoys the kinds of games I make. My aunts hassle me to add particular items to my game. Granted, I still haven't figured out a way to tell people what I do without them narrowing their eyes at me... (Previous: "You work on video games, huh? Like Grand Theft Auto, that game is so violent and bad for society!" Now: "You work on FarmVille!? I [love|hate] that game!")
Incidentally, two of the people quoted (Jesse Schell and Daniel James) both make very similar social games on Facebook.