I think transparency is good. The secretive (and superficial) society we have now favors cheaters and liars.

If there was a way to publicly expose everyone for who they really were, maybe society would start to value those individuals who have real integrity (as opposed to greedy, manipulative, two-faced individuals). Absolute social transparency would allow power to be placed in the hands of people who are actually worthy of trust.

That said, I'm skeptical about Facebook's intentions. It looks like they just want to take people's personal information and use it for their own benefit. Their primary goal is not to make society more transparent for everyone - They just want to keep this information for themselves and keep everyone else in the dark - That way they get leverage over everyone else.