This is not the first time that AppSumo has run an ad with a person's likeness. When a public figure has a fan page, I think it's safe to say that it's fair game (per Facebook's TOS) for Facebook advertisers to target fans of that person. I get targeted ads for authors and bands all the time that use a similar tactic. It's actually not that different from someone buying a Google ad using your name. I think what was jarring to Battelle was that he thought that AppSumo was targeting his friends, and not his "fans".