Facebook is a fad, like every other "life changing" thing out there. In 5 years there will be something different. Analogies to "Second Life" are very relevant - I remember sitting in presentations where we were told that this was the future, that the internet would be rolled into it, if we didn't have a presence, we would be dead. No - its dead (or nearly dead). I happen to agree that augmented and virtual reality are hugely important technologies, but virtual fantasy worlds aren't it. Remote surgery and piloting (for example) are a useful purposes for this technology.
As to the commercial aspects, they're not evil - but they have to support their multi billion dollar valuation - and to do that they have to charge you something, or take something useful from you. You may think that simple photo sharing is totally innocent (be it on Flikr or Facebook) - it isn't. A simple example, I've seen the demo and it works. You take a photo and post it. Your mates are in the foreground holding beer bottles. Great pic. Loads of other people are in the background - and on some back end server, their faces are encoded in about 700 bytes. You can then search every photo for a face, whether that face was the subject or not - in seconds. Powerful technology, god knows what it will be used for. Might be good, might be bad, might be unexpected. So (for example) if you're having dinner with someone you shouldn't be, and someone takes a photo in the restaurant, you can be found. How much would "paranoidpartners.com" pay for access to that data?
That said, there's nothing wrong with using it to advertise a BKA....