It looks to me as if Facebook is attempting to represent a product that immerses the user into any experience that they desire, regardless if it's "social" or not. It's obvious that by presenting the viewer with fast-paced, exciting content ready at the flick of a finger, it in turn captures the viewers attention enough to evoke curiosity of the product's possibilities.

If Facebook were to take an intimate social approach with the ad campaign, it could lead to negative results as well. Although I don't have conclusive evidence, I believe a large portion of Facebook's user base uses the platform to feel closer with people and organizations that they don't have immediate relations with - or an actual follower base that will appreciate what they post.

From my point of view, Facebook is more of a content consumption platform than a broadcasting platform -- that's kind of a weird statement, but I'm just partial to believing that most people use it to consume than to produce, hence presenting all of these immersive experiences that users can escape to.

I should add that I agree that this may be harmful for Facebook's long term image, but if the campaign's goal is to get this app into users hands and trap them into the operating system, it seems like a good approach.