Moreover, FB needed a lot of people who knew the tools. They acqui-hired a team of HBase experts. In 2010 I would have chosen HBase over Cassandra for what they were doing. In 2014, I'd choose C*. But as always, it depends on your application and what you know (or can hire for).
Cassandra has tunable consistency. A lot of people just think "eventually consistent" but it really lets you make tradeoffs yourself about performance, consistency, etc. Plus, the way they do read repair, etc even at CL==ONE makes it a lot better for messaging systems than you'd guess. I'm using it successfully with most stuff at One.
Mostly the limitations people come up with with Cassandra are around cross-row ACID, which if you really need it you can do with LWT, though in practice the better solution tends to be to just denormalize in to one row and/or NOT actually require cross-row ACID. It generally isn't what you really need anyway. Most businesses don't really shut down just because they can't achieve consistency.
In practice, Cassandra gets around this issue by implementing a custom CRDT for counters. But CRDTs don't exist for everything and in general it's not trivial to get things right. I'm not arguing Cassandra is bad, but it's a misconception that you can tune the consistency levels and somehow get Cassandra to behave like a strongly consistent store.