I signed up for premium the day they launched in the US. I cancelled the day they required a Facebook account.

It may well be that Facebook virality is the only way to grow a music startup. I can't really critique their strategy. But I'll tell you this: I am willing to pay for music services that focus on the music and music-playing experience. I could give fuck all about what track 37 of my friends are listening to, and it's not like they were just tacking this stuff on, they have made this a core business strategy, and that will come at the expense of improving the core experience, which frankly could use a lot of improvement.