The real kicker is the third component. It essentially collects the data from the first two components (keeping user info anonymous, of course) and provides it to a given business to assist in its targeted advertising objectives. For instance, a user who goes to Coke’s page and interacts with or installs its viral app (“Sprite Sips”) can pretty much expect to become a shill — inserting all sorts of branding messages and endorsements into friends’ News Feeds.
We suspect that Facebook Ads means more app spam … lots and lots of product-pushing app spam.
All kinds of potentially creepy privacy issues there. I’ve already seen instances where third-party apps were able to display otherwise privacy-controlled information, so it can only get worse.