I think the marketing is particularly bad and devoid of messaging because what else are they going to say?

"Download Facebook Home, its an Android home replacement which includes none of the features of the basic Android launchers that you've been using since the day you got your phone. We'll move all of your stuff behind our wall of Facebook so it becomes more difficult to find."

I'm sure in a lot of cases it comes down to this: "Wait, if I install this I'll lose my weather widget? Forget it."