I think the problem here is assuming what the purpose of the 'like' button is. It's not a 'follow' or 'sign up for mailing list' or even 'add friend' button.

I think the problem here is assuming what the purpose of the 'like' button is. It's not a 'follow' or 'sign up for mailing list' or even 'add friend' button. I think the meaning of this button will have to be defined by users, the company and page owners over time, if one stake-holder has too great a voice then the button will fail, for this action to be useful all parties involved will need to gain from it and that means some compromise will be needed as well until the correct balance is reached.