Do businesses trust Facebook enough to even try this or do they just need "enough" businesses with high-quality content to display - content that likely easily goes viral but that Facebook likely pulls back the throttle on distributing? There's all kinds of possibilities of what Facebook could do, without you being able to know how much or what exactly is being served. I really think a better possibility for businesses can exist. Do people not remember Facebook's bait and switch for fan/businesses pages, and the other trust violations Facebook has been involved with?