More specifically, the presence of an all-knowing middleman/service undermines trust; no matter what, we will never trust Facebook as much as the members for whom we maintain a profile. Facebook wants us to completely open our private lives to a corporation notorious for its lack of transparency and openness. Facebook is entirely self-serving, as evidenced by its metastasis into even more of our lives. Masquerading as a selfless company innocently trying to connect people, Facebook continues to shove invidious technologies down our throats for one reason only: $$$.
That said, I truly hope that its FTC settlement portends a turning point for the social web.