This is a huge deal in, say, online publishing because people will openly share their favorite articles and comments. Furthermore certain kinds of events can b

This is a huge deal in, say, online publishing because people will openly share their favorite articles and comments. Furthermore certain kinds of events can be considered "share worthy" and thus be pushed into your friends News Feed by the site in question. Lets say you "recommend" a trailer using the tools on the site -- this is a feature on the site itself, but it can map quite easily to being a new feed worthy item and if you granted the trailer site sufficient permissions when you linked up your FB account via connect, it can push that recommendation into FB without you actually sharing anything explicitly to facebook. Once inside FB, this sharing of content/events can hitch a ride on the network effect and create a fair amount of incoming traffic. College networks on facebook are really good for this... links to goofy memes, sports articles or political articles can really move through facebook fast. You might have grown up using "email this article" features on sites like the nytimes, but there are a whole lot of people out there using facebook to accomplish the same thing now.