To me, the big WTF is that Facebook has recently effectively said "If you don't pay to promote your updates, they're going to be seen by a lot less people in th

To me, the big WTF is that Facebook has recently effectively said "If you don't pay to promote your updates, they're going to be seen by a lot less people in the future - including those who already "Like" your page. So the decision of whether to purchase "Likes" on Facebook is now much more of a no-brainer. You're not going to see the same ROI on ad spend as you once did (and even then, the ROI was tentative at best).