When users lose control, they will speak up, as I had to back in December 2007 when Facebook used my endorsement in ads without my consent.
This isn't the first time Facebook's been so callous. This post from 2007 explains far more: http://www.marketersstudio.com/2007/12/facebook-social.html
There's far more in the Mashable piece, focusing on Facebook's startling lack of empathy.
Also read 360i's official POV on its Digital Connections Blog.