The future holds advertising and collecting usage data, what else can it hold?
I know that we're in the middle of an awakening of sorts about personal data, but that doesn't negate the value that services like Facebook can offer. I may be naive, but I think this is a step in the right direction.
Facebook is a vehicle for said spam, disguised as a social network. Yes, it has to offer some value, otherwise no one would stare at the ads.
Putting Facebook and advertising in charge of providing facts and information is a stupefyingly bad idea. It's already shown that it can't provide either.
And if they really want to do it, then they should be regulated.
Facebook doesn't provide the information, they provide a platform and tools for anybody to be a publisher. Anything they can do to improve the platform is a good idea.
All this is to say: Facebook has done a great thing by bringing Randall and co. on board and should continue to bring new ideas and talent in, through whatever means they can.