Interesting, isn't it. Ultimately I think it's about trying to capture as big an audience as possible, and like it or not, Facebook has a really big audience.

I'm not a fan of using Facebook for corporate goals, but as a friend of my pointed out he goes where the customers are. In this case it led him to Facebook.

The example of Peter Jackson is a weird one to be sure. Like you I would think you'd want those to be available to every one.