It did sound a lot like he was assuming Facebook would act just like email, at which point you have to wonder why not collect email addresses. As an infrequent

It did sound a lot like he was assuming Facebook would act just like email, at which point you have to wonder why not collect email addresses. As an infrequent and naive Facebook user, I would not expect that "Liking" a company page meant "Subscribe me to whatever they want to send me."