Every HN thread about social media has one sub-thread like this, and it never produces anything of value because the premise is trite.
God I wonder what people with large extended families did before Facebook was invented! Surely they were all isolated and out of touch, how sad.
This comment was not directed at people running Facebook business accounts or political campaigns. The reason this thread produces nothing of value is because of pedantic comments such as yours bringing up irrelevant edge cases.
Your sarcasm is misplaced; once people adapt to a benefit, many understandably don't wish to forgo it, and leveraging such network effects is the core business model of social media.
As for who the comment was directed at, it was so broad as to be inclusive of all users, because it didn't qualify its suggestion at all; that's why it's trite. You're just making a 'not true Scotsmen' argument.