I imagine it like a casino acquiring a former-joke product, which made hologram/animatronic illusions of people "winning big" at a table or slot-machine. Now whenever they detect a current customer might cut their losses and go home--OMG, look, that person over there just hit the jackpot!

In other words, Facebook has a strong financial incentive to misrepresent (to ad-viewing customers, if not to investors) exactly how much social-ness is present to experience, and how much approval and attention the user gets from participating.

Soon everything will be The Truman Show.